Swiss fitness brand On has tapped London-based music creative and dancer FKA Twigs as a creative director fo an upcoming fitness collection. In a visual announcing the effort, Twigs is dressed in a black tank top paired with black nylon track pants and a pair of white On sneakers.
Indicating the capsule will include apparel, a category On is focused on growing, Twigs (real name Tahliah Debrett Barnett) is filmed looking at fabric swatches and pulling fabric bolsters. On hasn’t provided a lot of details on the collection other than to say it will launch in fall 2024.
In a statement on the upcoming effort, Twigs said, “As a person who has always used my body as a core part of my art and expressive language, I am absolutely delighted to announce my role as creative partner at On. I hope that within my collaboration I can not only present to the world chic and original designs but also share and amplify my own personal belief that the way we move our bodies and the time that we spend connecting our mind, soul and physicality is one of the most integral parts of the human experience.”
Co-CEO of On, Marc Maurer, added, “FKA Twigs embodies On’s mission to ignite the human spirit through movement. As a disruptor across dance, music, creativity and movement, FKA twigs inspires us to remember that training can take shape in different forms, whether it’s at the gym or in the studio.”
Known for her athletitism as expressed through dance, Twigs is a natural fit for any fitness brand wishing to make a style statement. Her appeal wasn’t lost on Nike, which announced her as a brand ambassador in 2017. In her first campaign, she debuted a new song, while the second visual was canceled by Nike because it was viewed as too controversial.
