Zendaya Takes On the Future: On's Space-Inspired Spring 2025 Campaign
An Elf/Alien Zendaya stars in the new Spring 2025 campaign for Swiss sportswear brand On, directed by Nadia Lee Cohen. Set in a fictional space station, the campaign steps away from traditional sports imagery and focuses on a controlled, futuristic atmosphere. The visuals are clean and highly composed, emphasizing structure, space, and uniformity.
The collection features performance wear designed with both function and appearance in mind. Zendaya wears a range of technical pieces—leggings, fitted tops, and outerwear—styled in a way that aligns with the campaign’s quiet and orderly tone. Rather than portraying only high-energy movement, most images rely on stillness and presence.
Law Roach, Zendaya’s long-time stylist and now her creative director, shaped the visual direction of the campaign. His involvement goes beyond clothing. He supervises all fashion-related choices across her projects, applying a consistent approach where styling reflects the concept and environment of the shoot.
Nadia Lee Cohen brings her signature precision to the project. The set, lighting, and framing are tightly controlled, with a neutral palette that keeps attention on the garments and the setting. The result is a campaign that shifts the conversation around sportswear, moving it closer to the language of editorial fashion.
This project marks a shift in On’s branding strategy. By working with Zendaya, Roach, and Cohen, the brand positions itself as not only a performance label but one with a clear visual identity. It reflects a broader move in the industry to place storytelling and concept at the center of product communication.
Words CLAIRE H.
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