What's Happening?
Zendaya has partnered with Swiss sportswear brand On to launch the 'Be Every You' campaign, which debuted on August 7. The campaign explores themes of identity, duality, and movement through a cinematic visual story. Styled by Law Roach, Zendaya showcases On's Fall/Winter 2025 collection, featuring performance wear designed for comfort and versatility. Key pieces include a studio bodysuit, bomber jacket, and track jacket with shorts. The campaign introduces the Cloudzone Moon, Zendaya's first co-created shoe with On, featuring breathable mesh and On's CloudTec® midsole. Directed by Bardia Zeinali, the campaign uses moonlit sets to explore contrasting motifs, with Zendaya narrating the film.
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Why It's Important?
This campaign marks a significant collaboration between Zendaya and On, emphasizing personal expression and versatility in fashion. It highlights the growing trend of celebrities influencing sportswear and performance fashion, potentially impacting consumer preferences and brand strategies. The campaign's focus on identity and movement resonates with audiences seeking authenticity and multifaceted representation in fashion. By integrating cinematic storytelling and innovative design, On aims to strengthen its market position and appeal to a broader demographic, leveraging Zendaya's influence and Roach's styling expertise.
What's Next?
The campaign will continue with a second footwear drop, the Cloudtilt Moon, scheduled for October 2. As the campaign unfolds, On may experience increased consumer interest and engagement, potentially leading to expanded product lines or collaborations. Stakeholders in the fashion industry will likely monitor the campaign's reception and its impact on brand visibility and sales. The collaboration could inspire other brands to explore similar partnerships, blending celebrity influence with innovative design to capture diverse consumer interests.
