Kim Kardashian’s WAG debut aside, why is the internet so obsessed with the 2026 Monaco Grand Prix?
Short answer: Yeah.
If you were scrolling through TikTok this past weekend, you likely came across at least one or two videos of a certain group of celebrities partying aboard a luxury yacht on the Riviera. This was the Los Angeles-based apparel, fitness and skincare brand’s latest European outing: a four-day VIP wellness tour on the water.
Allo Voyage on the Riviera at the Monaco Grand Prix.
The ship, named Alo Voyage, will feature Alix Earle, Jake Shane, Anastasia “Stassy” Karanikolaou and Stella Jones, a front row view of the railroad tracks, a full-service spa, health club, private chef, cold plunge and sauna. The sponsored experience went viral this Friday when Earl first posted “Traveling to Monaco with me,” revealing how she arrived on deck and what happened next. And while it’s not unusual for the multi-hyphenate, who has more than 14 million followers, to go viral, it seems like the luxury trip itself, including the location and guests, captivated the audience at home and set a new standard for influencer activations.
Jake Shane, Alix Earle, Stella Jones and Anastasia Karanikolaou on board Aro Voyage.
Most of the content, while branded, was not your typical branded travel hub. It was a window into the luxurious lives of the “Euro Summer” celebrities. The videos shared by Earl, Karanikolaou, Shane and Jones tracked their post-party recovery, which included an intense night out, including hopping from event to event until 6 a.m., as well as sunbathing and guided workouts. WWD contacted Aro for more information.
Guests do guided training in the morning.
Inviting this select group of A-listers to work during the Monaco Grand Prix was part of Alo’s broader strategy to reposition wellness as the new status symbol of luxury. “The norms of luxury are being rewritten, and consumers are leading the change,” Benedetta Petruzzo, Alo’s international chief executive officer, previously told WWD. “Today’s luxury is the quality of our time, the depth of our experiences, and the way we take care of ourselves.”
Let’s take a closer look at Aro Voyage.
The experience is another part of Alo’s 2026 European strategy, which already includes the opening of new retail stores called Sanctuary in Cannes and Saint-Tropez. “What we’re doing in Europe is giving this proposition an expression that’s rooted in the cultural norms and sensibilities of this market,” Petruzzo told WWD. “Europe demands intentionality. Customers here read context, technology and cultural fluency right away. We’re not opening a store, we’re building a destination that articulates a worldview.”
Alo isn’t the only brand to rewrite the rules of influencer brand trips recently. Instead of inviting TikTok’s top beauty creators last week, Kylie Jenner decided to invite her best friend and her two children to a vacation to the Turks and Caicos Islands sponsored by Kylie Cosmetics. Will other brands follow suit and err on the side of exclusivity? Only time will tell.
Source link
