As New York Fashion Week makes its return to hosting in-person shows this year, the organization is looking to put a focus on wellness and mindfulness at this year’s events. That said, NYFW has announced activewear and lifestyle brand, Alo Yoga, as its first official wellness partner for New York Fashion Week: The Shows (NYFW: The Shows).
The partnership officially kicks off on September 9, 2021, and will see the launch of various invite-only wellness experiences, including a Kundalini yoga class, a meditative sound bath on the rooftop of Spring Studios, as well as other offerings such as ear seeding acupressure, intuitive readings, astrology readings, aura photos and custom wellness lattes.
“We’re thrilled to partner with IMG this season as Fashion Week returns to New York. Alo exists at the intersection of fashion and lifestyle, so we see The Shows as the perfect venue to host a myriad of mindful moments for attendees to reconnect to themselves as well as each other,” said Danny Harris, co-founder of Alo.
In addition to NYFW, Alo Yoga will be hosting events at its New York-based locations located in the Flatiron and SoHo districts from September 6, 2021, to September 12, 2021, where it will promote its skincare collection called Alo Glow System and host daily yoga, meditation and breathwork classes.
The events are part of Alo Yoga brand’s efforts to raise brand awareness and further grow its athleisure wear business. Last year, Alo Yoga expanded into the beauty category with the launch of Glow System, its clean skin and body care product line.