FKA twigs collaboration with the Swiss sportswear brand On shifts the creative direction for the brand’s Fall Winter 24 training collection and campaign. As the creative director for the campaign titled “The Body Is Art,” FKA twigs brings her signature movement, art, and self-expression to the forefront. The campaign emphasizes the beauty of the body in motion, inspired by a quote from FKA twigs, who states that training elevates her to a higher frequency, making her feel beautiful from the inside out.
The visuals, captured by photographer Jordan Hemingway, evoke a serene and meditative atmosphere. The imagery is set against natural landscapes, using strong horizon lines to symbolize the flow and energy of movement. This approach connects physical expression with artistic vision, as FKA twigs’ direction aims to present the body as a living artwork, where performance is both a physical and spiritual journey.
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On a larger scale, the campaign redefines traditional notions of athleticism by merging it with art. FKA twigs challenges conventional approaches to training, advocating for a holistic experience that engages the body, mind, and spirit. The collection reflects this philosophy, offering high-performance apparel designed for versatility and comfort, from graphic tees and joggers to innovative footwear like the Cloudnova X.
An immersive live performance event, also titled “The Body Is Art”, will take place in London on September 16, 2024. This experience, co-designed by FKA twigs and Arthur De Borman, will highlight the intersection of strength, fragility, and empowerment, further extending the campaign’s narrative of self-expression through movement. This partnership is a strategic move for On, as it seeks to evolve its training offerings to a more diverse and creative spheres, which FKA twigs’ distinctive artistic vision complements.
The FKA Twigs x On Fall Winter 24 training collection itself is designed to support a wide range of activities, maintaining a focus on both performance and aesthetics. The color palette of the collection features vibrant shades such as Gecko and Ultramarine, alongside classic tones like White and Black. Ultimately, the FKA twigs x On campaign presents a bold reimagining of what performancewear can be, encourages wearers to see their bodies as both a tool for movement and a canvas for artistic expression.
there’s nobody cooler thank fka 😍😍😍