Model Bella Hadid has become the face of the pre-fall 2026 activewear campaign of the company Alo. The partnership was announced this week and received backlash from people who support both Palestinians and Israel.
According to Elle magazine, the partnership was unveiled on Tuesday. Hadid’s move to the Los Angeles wellness label is consistent with her off-duty style. Hadid announced the news on Instagram and directed followers to the magazine and a campaign video.
The photoshoot took place in Los Angeles and was made by Mert Alas and Marcus Piggott. Mimi Cuttrell also styled the campaign. The campaign includes both close portraits and city and nature backdrops. This is a reunion of Hadid and Alo, since the model participated in the company’s fall 2025 campaign.
According to Hadid, she has realized the importance of making room for herself as she got older. She believes that small rituals are an important part of taking care of her body. Summer Nacewicz, the executive vice president of marketing and creative of Alo, stated that Hadid is an example of someone who connects fashion, wellness, and culture and stays true to herself.
Criticism has been expressed on social media regarding Hadid’s partnership with a company that works in Israel, considering it performative and inconsistent with her Palestinian heritage and support for Palestinians.
In January 2023, Alo opened its first Israeli store in Tel Aviv in TLV Mall. This store became Alo’s first store outside of the United States and Canada. In Israel, the brand’s franchise belongs to 911 Fashion. The brand has also opened a store at Ramat Aviv Mall and a store-in-store at Story’s flagship at Dizengoff Center.
The partnership has led some Jewish organizations to boycott the brand. According to the StopAntisemitism account, the partnership is connected with the incident that occurred in May when Israeli customers found handwritten notes in packages from Alo offensive.
Also, Israeli actor Gal Gadot posted a video on Instagram and said that she joined Alo’s ambassador roster, uniting two people with opposite positions regarding the conflict under one brand.
Hadid, the daughter of Palestinian-American developer Mohamed Hadid, has spoken publicly about Palestinian causes for years and stated that she has lost work because of this.
In 2024, Adidas withdrew a campaign with Hadid featuring its SL 72 sneaker because of opposition from Israel’s government and Jewish groups. They mentioned that the shoe was associated with the 1972 Munich Olympics, where 11 Israeli athletes and a coach were killed by Black September.
Adidas apologized and explained that the connection was unintended. Hadid was offended by the insensitivity of the campaign, described herself as a proud Palestinian woman, and said that she would continue advocating against antisemitism.
Founded in 2007 in Los Angeles, Alo now has more than 150 stores worldwide and has expanded from activewear to footwear, beauty, bags, and resortwear.
