Apart from Kim Kardashian’s WAG debut, why is the internet so obsessed with the 2026 Monaco Grand Prix?
Short answer: Alo.
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Scrolling on TikTok this past weekend, you likely came across at least one or two videos of a certain group of A-listers partying aboard a luxury yacht in the Riviera. This was the Los Angeles-based apparel, fitness and skin care brand’s latest European activation — a four-day VIP wellness excursion on the water.
Alo Voyage in the Riviera at the Monaco Grand Prix.
Named Alo Voyage, the ship welcomed Alix Earle, Jake Shane, Anastasia “Stassie” Karanikolaou and Stella Jones with a front row view of the tracks, a full service spa, a fitness club, a private chef, a cold plunge and a sauna. The sponsored experience made a splash online upon Earle’s first “travel with me to Monaco” post this past Friday, which revealed her arrival on deck and the day that followed. And while it’s not unusual for the multihyphenate with more than 14 million followers to go viral, the lavish trip — location and guests included — itself enraptured the audience at home, seemingly setting a new standard for influencer activations.
Jake Shane, Alix Earle, Stella Jones and Anastasia Karanikolaou aboard Alo Voyage.
Most of the content, while heavily branded, wasn’t your run-of-the-mill brand trip hubub; it was a window into the sumptuous life celebrities on “Euro summer.” Videos shared by Earle, Karanikolaou, Shane and Jones followed their wild nights out — event hopping until six in the morning — and their post-party recovery, including sunbathing and guided workouts. WWD has reached out to Alo for further details.
Guests doing a guided workout in the morning.
Inviting this select group of A-listers and activating during the Monaco Grand Prix was part of Alo’s wider strategy to reposition wellness as luxury’s new status symbol. “The codes of luxury are being rewritten, and the consumer is leading that change,” Benedetta Petruzzo, international chief executive officer of Alo, previously told WWD. “Today luxury is about how you live — the quality of your time, the depth of your experiences, the way you take care of yourself.”
Alo Voyage yacht.
The experience was also another play in Alo’s 2026 European game plan, which has already included the opening of new retail locations, dubbed “sanctuaries,” in Cannes and Saint-Tropez. “What we are doing in Europe is giving that proposition an expression rooted in the cultural codes and sensibility of this market,” Petruzzo told WWD. “Europe demands intentionality. The customer here reads context, craft and cultural fluency immediately. We are not opening stores, we are building destinations that articulate a worldview.”
Alo isn’t the only brand to rewrite the rules of influencer brand trips recently. Kylie Jenner decided to host her best friends and two kids on a Kylie Cosmetics-sponsored getaway to Turks and Caicos last week instead of inviting TikTok’s top beauty creators. Will we see other brands follow suit and err on the side of exclusivity? Only time will tell.
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