When the sun of Los Angeles shines upon the fountain in Beverly Hills, Jisoo, BLACKPINK, wears the lavender tights from Alo Yoga’s spring and summer 2025 series and tells us, with a perfect sideplank: The real trend is shifting away from “external display” to “internal consciousness”.
Jisoo’s interpretation of the “inside-out concept” in Alo Yoga’s newest advertising blockbuster is a natural, unfiltered state. She stands under the palm trees in a loose black flight coat, smoky-pink yoga pants and thick-soled sneakers. This layering is a perfect example of the Z generation’s desire to “relax”. According to NPD Group, the number searches related to comfort in the sports and leisure markets in 2024 will rise by 43%. Jisoo’s interpretation is a good example of this trend.
We are witnessing the “de-formalization of fashion” revolution. Apple CEO Cook wore yoga pants to the shareholders’ meeting, and Silicon Valley elites opted for Alo’s recycled sweatshirts instead of traditional suits. Jisoo’s cream-colored twisted shirt with two-color pants in the advertisement reflects an awakening of global health consciousness – according a Harvard Business Review study, 78% millennials will pay a premium for brands with sustainable supply chain.
Alo Yoga’s popularity is not a coincidence. The brand has freed sportswear from the label of “cheap fast-moving consumer goods” through temperature-regulating fabrics developed in cooperation with NASA. The gray sweatpants Jisoo is wearing in the advertisement is made from recycled ocean plastic and the ceramic cup she holds is inspired the California sunset. This strategy of incorporating environmental stories into design is what makes the brand stand out in a fiercely competitive market for sports and leisure.
Jisoo revealed a little secret: “The best method to overcome jet lag, is Pilates.” Behind this sentence lies a trillion dollar market in the global economy of health. We saw that the Alo Wellness Club’s annual membership growth rate exceeded 65%. Not only did we see the popularity of sportswear but also the way people redefined “success”. They were no longer chasing external symbols, but internal balance.
When sportswear becomes second skin, fashion is not a label on a rack, but a philosophy that flows between your lips.
