FKA twigs Makes Her Creative Director Campaign Debut for On FW24
“The body is art, so why don’t we approach it that way?”
Rising performance-wear company On first announced FKA twigs as its newest Creative Partner back in April, specifically looking after its new training vertical. Tapping into twigs’ avant-garde approach to dance and choreography (evidenced by her performance at Valentino’s Paris Fashion Week show), the partnership sees the artist supporting high-performance pieces that enable a wide range of movements.
Now, the artist appears in the brand’s new training campaign, introducing the Fall/Winter 2024 collection. Inspired by the theme “The Body Is Art,” the campaign sees twigs take the lead on creative direction, focusing on the importance of movement as a form of art and self-expression.
“Training puts me in a different mind and body space that elevates me to a higher frequency,” twigs begins in a press release. “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?”
Captured by photographer Jordan Hemingway, the campaign aims to evoke a sense of meditative well-being, showcasing a flow of energy. As part of the campaign, On and FKA twigs will host a live performance event on September 16 in London, offering an immersive art experience that features set design by twigs and Arthur De Borman.
The FW24 collection itself includes a range of womenswear and menswear, supporting training activities with a focus on comfort, style and performance. Including graphic tees, adjustable track pants and elastic “Movement Bra,” the collection also features the Cloudnova X and Cloud X 4.
For more on FKA twigs’ partnership with On, head to the brand’s website.
While you’re here, check out the new swimwear label from designer David Koma.
