On's Fall/Winter 2024 collection marks the brand's inaugural training campaign in collaboration with FKA Twigs, an acclaimed artist, singer, and dancer. Titled 'The Body is Art,' this campaign "explores the intersection of movement, art, and self-expression, reflecting FKA Twigs' view of the aesthetic value of bodies in motion and the connection between physical activity and artistic expression."
'The Body is Art' campaign aligns with On's mission to inspire movement, encouraging individuals "to view their bodies as canvases and their workouts as art and features a range of menswear and womenswear designed for comfort, style, and performance." Notable items include the 'Active-T, Movement Joggers', and 'Movement Bra,' while footwear options such as the 'Cloudnova X' and 'Cloud X 4' offer versatility for leisure and gym styling. Available in vibrant colors like 'Gecko,' 'Frost,' and 'Mulberry,' as well as neutral color tones, this collection aims to cater to various preferences with its bright and dark options.
Sportswear Training Campaigns
FKA Twigs Redefines Movement with On's Fall/Winter 24 Capsule
Trend Themes
1. Artistic Fitness Apparel - The blend of artistic expression and functional sportswear creates a new category that appeals to individuals seeking style in their workout clothes.
2. Celebrity-influenced Sportswear - Collaborating with known artists like FKA Twigs elevates brand visibility and creates a unique product narrative that resonates with the artist’s fan base.
3. Vibrant Workout Gear - Offering brightly colored and stylish athletic wear merges fashion trends with sports utility, appealing to consumers looking for visually appealing workout outfits.
Industry Implications
1. Fashion and Apparel - The intersection of high fashion and functional fitness opens up opportunities for innovative clothing lines that cater to trend-conscious athletes.
2. Health and Wellness - Promoting fitness as a form of artistic expression ties wellness to creative pursuits, appealing to a broader audience interested in holistic health.
3. Entertainment and Sports - Engaging celebrities from diverse fields in sportswear campaigns can foster cross-industry partnerships and attract diverse consumer demographics.