Alo lands at Gigi in Saint-Tropez, the Kardashians’ favourite sportswear brand
Sportswear label Alo has established itself as one of the most powerful lifestyle phenomena of recent years. Born in Los Angeles in 2007, the Californian brand founded by Danny Harris and Marco DeGeorge now counts more than 170 stores worldwide. This summer 2026, it takes a new step by planting its flag in the heart of the French Riviera.
A Californian brand that has become a global status symbol
On Instagram, TikTok and Snapchat, the phenomenon is everywhere. Hailey Bieber, Kendall Jenner, Taylor Swift, Bella Hadid and Jennifer Lopez are just a few of the celebrities spotted in the brand’s sleek leggings, minimalist sports bras and oversized sweatshirts. In doing so, the brand has done for activewear what Chanel did for the tailored suit.
The name Alo is an acronym for Air, Land, Ocean. This strong identity carries a vision that goes far beyond clothing. In just a few years, the label has redefined what it means to dress with everyday elegance.
Yet this success is not built on aesthetics alone. According to estimates from the American financial press, the label reportedly generated between $1.5 and $2 billion in sales in 2025. Its leggings, priced at over €100, have become the emblem of a lifestyle embraced by an international community devoted to wellness.
Wellness, the new language of luxury
After decades in which luxury was expressed through logo bags and high heels, a new definition of elegance is taking hold. The brand does not simply sell sportswear. It offers a way of life rooted in wellbeing, movement and a particular sense of serenity.
This positioning, however, is not reserved for Beverly Hills celebrities alone. The international community that wears these pieces shares common values: physical activity, meaningful moments, a connection with oneself. As a result, the brand reaches an audience far broader than the celebrity circle.
“At Gigi, we have always envisioned our destinations as places where our guests can embrace a true art de vivre, with long lunches by the sea, physical activities, wellness and precious moments shared with family and friends. Welcoming Alo fits naturally into that philosophy.” Alexandra de La Brosse, Marketing and Communications Director at Paris Society
Saint-Tropez and Cannes: the brand’s European summer
This summer, Alo has opened a boutique in Saint-Tropez at 45, rue Gambetta, and another in Cannes on the Croisette. These two addresses mark a clear milestone in the brand’s European expansion. The French Riviera has thus become a prime territory of expression for the label.
Since 1 July, the brand has also taken up residence at Gigi, the celebrated beach club run by the Paris Society group. This is the first time the venue has partnered with a brand to customise its pool area. The activation goes well beyond a simple commercial presence.
- A dedicated boutique within the Gigi beach club
- Parasols and sun lounger mattresses in the brand’s colours
- Cushions and towels in a palette of ivory, bone and gravel
- A boutique in Saint-Tropez at 45, rue Gambetta
- A boutique in Cannes on the Croisette
The entire space is rendered in a refined palette of ivory, bone and gravel. Every detail reflects the brand’s pared-back visual identity. The experience therefore transcends retail to become a full immersion in a way of life.
Benedetta Petruzzo, a vision focused on Europe
Benedetta Petruzzo, Alo’s international CEO since January and former Deputy CEO of Dior Couture, is driving this European strategy. She sees Saint-Tropez as a destination where wellness, travel and culture converge with a particular sensibility. The choice of location is anything but accidental.
In her view, the brand creates spaces where customers can fully experience its art de vivre throughout the season. From its sanctuaries to its beach clubs, the goal is to build a lasting bond with the community. This is not, however, a one-off seasonal operation.
An art de vivre that is redefining premium sportswear
The Californian sportswear label now embodies a new form of luxury. One that is no longer measured by the rarity of a handbag or the price of a tailored suit. Today, it is lived in a pair of leggings worn after a Pilates class or stretched out on a sun lounger facing the Mediterranean.
The brand’s presence in venues like the Gigi beach club illustrates this profound shift. Wellness has become a shared language for an entire generation. The celebrities who wear these pieces amplify that message on a global scale.
In 2026, Alo confirms its place among the most influential labels of the moment. The brand is not content simply to sell sportswear. Season after season, it builds a world in which wellbeing is the new form of elegance.
