Running Label On Taps FKA twigs As Newest Creative Partner
“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.”
Rising performance-wear company On just announced FKA twigs as its newest Creative Partner, specifically looking after its new training vertical. Known for its distinctive running shoes, the brand aims to expand into new areas and “deepen its investment in apparel” by introducing a new training collection in partnership with the artist and creative.
Tapping into twigs’ avant-garde approach to dance and choreography (evidenced by her recent performance at Valentino’s Paris Fashion Week show), the collection aims to provide high-performance pieces that enable a wide range of movements. Set to launch in September this year, the partnership will see twigs as the face of On’s Fall/Winter 2024 training collection, fusing artistry with performance.
“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,” said Marc Maurer, C0-CEO of On.
Echoing that sentiment, twigs adds, “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.”
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.
