Why ALO is the Best Luxury Activewear Brand in the Pilates Princess Era

Alo Yoga's designs have played a major part in transforming yoga pants and tees to elevated essentials a Pilates Princess must have in her everyday wardrobe. Alo's marketing strategy has placed them at the center of the Pilates Princess lifestyle, passing every other activewear brand on the way in.

What is the Pilates Princess?

Especially among women, we have see a lot more fitness studios offering group exercise classes such as pilates or yoga. With the rise of these classes have come a more luxurious workout gear to match. Gone are the days of oversized t-shirts and baggy gym clothes for weight training.

We are seeing more stylish, form fitting products featured by activewear brands. This in combination with the idea of spending an entire day working out and running errands stress free has created what we call the Pilates Princess.

Being a Pilates Princess is more than just going to pilates, it's an active lifestyle. It's a slow morning, a cute matching set, a low impact workout class, and of course, an iced coffee. We love pilates princesses because they look cute while making life look easy. In a world with work, school, and the stresses of every day life, it's hard to always be taking care of yourself.

So, it has become a social media aesthetic to see a girl taking the day to work out, look good, grab coffee, and run errands because we all dream of living our soft life everyday. The absolute must is a cute outfit, and these luxury activewear brands are delivering sets every pilates princess wants to spend her money on.

How are workout clothes luxury?

Obviously activewear needs to be functional. In workout classes like pilates or yoga that usually means shape fitting clothing such as leggings, biker shorts, tank tops, and sports bras. For a Pilates Princess that means a cute, feminine workout set (bonus points if it's pink). Luxury activewear brands are skilled in making their clothes both cute and functional.

The Pilates Princess aesthetic has made it so this set can be worn outside the pilates studio. You want a set that's fashionable to wear while running errands but still breathable and will preform as it should in a sweaty workout class. Alo has managed to find that sweet spot of high quality activewear that is stylish enough to double as clothes for every day life.

Alo Is Setting the Standard

Alo isn't only trailblazing what matching sets look like, but they have also been leading the luxury activewear brand marketing strategy. Alo is setting the standard for what a Pilates Princess should look like. When you think of a pilates princess dressed in Alo, you think of Kendall Jenner and Hailey Bieber.

Two fashion "IT GIRLS" who look fabulous whether it's on a runway or in a sweaty workout class. What started with paparazzi photos of Kendall and Hailey leaving pilates with their Alo sets on has grown into full blown Alo influencer marketing campaigns.

Alo's approach to their LA headquarters turned it into a content creating studio. Not only is it their office space, it's also a full retail store and gym. Alo invites influencers to come take class at their studio for free. Rather than paying an influencer for a brand deal they have them take class at their headquarters where they get to pick out an Alo set and take class from amazing trainers where they will inevitably make content about it and push Alo to all their followers.

Over the summer, Alo launched a Voyage series where they completely transformed a super yacht into a wellness retreat. They invited well known influencers Alix Earle, Stassi Karanikolaou, Victoria Villarroel to name a few, to stay aboard the yacht. They were fed healthy meals, got to take private classes on the bow of the ship, and even use a full sized pilates reformer over the water.

Brands Trying to Keep Up:

These luxury activewear brands are trending online right now for giving Pilates Princess vibes:

Astoria Activewear

CSB

Lululemon

Set Active

Vuori

Vitality

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While these brands are certainly keeping up with the luxury activewear style and creating very appealing collections they simply cannot compete with the marketing base Alo has built for themselves. 

Wellness is HUGE. The Healthy Lifestyle Aesthetic isn't going anywhere.

Pilates might not be the go-to workout class forever but looking good while living a wellness oriented lifestyle is here to stay. The Pilates Princess is more than just a passing aesthetic, it's a representation of activewear's part in a wellness driven lifestyle. Alo understood their part in creating activewear that was seamless for this lifestyle early on.

They created clothes that performed in pilates class yet fashionable enough to be seen in for all the activities that come after. Their celebrity star power has certainly helped them build a reputation early on, but it's their marketing strategy that has allowed them to create such a strong customer base.

🪽 Written by Melanie Peart