Kylie Jenner is starring in a new campaign for fashion and lifestyle brand ALO, focused on the theme of private wellbeing and “moments of stillness”. The campaign positions Jenner beyond her highly visible public persona, reflecting ALO’s effort to link its activewear with self-care and everyday personal routines.

Photographed in Los Angeles by Mert Alas and Marcus Piggott, the images feature Jenner wearing ALO’s new Pink Marshmallow collection alongside other staple items. ALO marketing executive Summer Nacewicz said Jenner had long been part of the brand’s community, while the campaign follows Jenner’s recent pink-themed advertising work for Dunkin’.