Swiss sneaker brand On has announced an exciting partnership with artist FKA Twigs, making her the creative partner for its newly introduced training collection. This collaboration is a strategic shift for On, which has traditionally collaborated with sports figures, as they now move further into the realm of fashion and creativity with one of the music industry’s most avant-garde figures. FKA Twigs will bring her unique aesthetic and innovative approach to dance and movement to the brand, helping launch the training collection as On explores new categories within sportswear.
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Launching in September 2024, FKA Twigs will not only be the face of On’s Fall Winter 2024 training collection but will also guide its creative direction. This role leverages her expertise in incorporating dance into her performances, making her a natural fit for a brand expanding its reach into high-performance training wear. The collection promises to deliver bolder, high-performance pieces that facilitate unrestricted movement, aiming to inspire people to explore non-traditional training methods.
SPORTSWEAR
On’s Co-CEO Marc Maurer states that the partnership with FKA Twigs is intended to ignite the human spirit through movement, as part of the brand’s mission. He expressed enthusiasm for the collaboration, suggesting that it will push the brand to new heights by introducing innovative and functional training apparel and footwear. This new direction is a continuation of the brand’s evolution, which saw the introduction of the Cloudpulse shoe, On’s first training shoe designed for a variety of activities including gym sessions, HIIT workouts, and cardio.
FKA Twigs shared her excitement about the partnership as well, highlighting her commitment to integrating body movement as a core element of her artistic expression. She anticipates that the collaboration will bring forth chic and original designs but also amplify her personal philosophy about the interconnectedness of mind, body, and soul. The artist’s influence is expected to give the collection a sense of chic, sharp, and sensual design that is present in her personal style and artistry.
