Yahoo Lifestyle FKA Twigs x On Bring Athleticism and Art Together in Campaign That Celebrates Body, Mind and Spirit for Fall 2024 Collection
Following the announcement earlier this year that FKA Twigs would join On running brand as a Creative Partner in April, the Swiss sportswear brand has unveiled its first training campaign in collaboration with the multidisciplinary artist. The fall 2024 campaign introduces the collection under the theme “The body is art,” a concept drawn from a quote by FKA Twigs that delves into the beauty of bodies in motion.
This partnership signals a new direction for On’s training vertical, merging movement, art and self-expression. FKA twigs, known globally for her avant-garde approach to music, dance and visual arts, brings a unique perspective to the brand. Her involvement has been instrumental in shaping the aesthetic and philosophical underpinnings of the campaign.
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“Training puts me in a different mind and body space that elevates me to a higher frequency. When I train, I feel very beautiful, but it’s a beauty from the inside. It’s got nothing to do with how I look on the outside. It’s just a beautiful feeling. The body is art, so why don’t we approach it that way?” FKA twigs said in a statement.
“The body is art” is more than just a theme; it serves as a manifesto that aligns with On’s mission to ignite the human spirit through movement. This shared vision between FKA twigs and On reimagines training as a holistic experience, engaging the body, mind and spirit. The concept encourages individuals to view their bodies as canvases and their movements as art, elevating training from a mere physical task to a journey of self-expression and empowerment.
FKA Twigs not only stars in the campaign but also played a crucial role in shaping its creative direction. The campaign, photographed by Jordan Hemingway, features visuals set against expansive natural horizons, evoking a sense of calm and meditative well-being. This setting captures the seamless flow and energy of movement, embodying the connection between physical and artistic expression.
To complement the campaign, On and FKA twigs will present “The Body Is Art,” a performance event that explores the beauty of how we train and move. Scheduled to take place in London on Sept. 16, the event will celebrate the art of our bodies in motion through an immersive experience that weaves together themes of strength, fragility, art and empowerment. The set design for the event is a collaborative creation between FKA Twigs and Arthur De Borman.
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