With FKA twigs, On Finds Its Fashion Footing
On is a full-on fashion brand now. The activewear brand, best known for its CloudTec sneaker ecosystem, continues to expand into surprisingly stylish apparel with its latest collection, fronted by FKA twigs.
In a new campaign, the British music and style innovator models the collection, making a convincing case for On’s cut-out training tops and open-back crops — and, of course, the brand’s signature Cloud X 4 sneakers. The pieces are designed to withstand a variety of training environments, from high-intensity interval training to marathon prep.
The range doesn’t just fulfill On’s responsibilities as an activewear brand — it also makes a stunning case for the brand’s shift into fashion. Fitted, cropped silhouettes, flattering cut-outs, and layered color blocking elevate the lineup, resulting in pieces you'll want to wear after your early morning Pilates sesh is over.
Tapping FKA twigs for the campaign also illustrates On's dedication to infiltrating a less sports-inclined market. Last year, the brand partnered with bonafide fashion girlie Zendaya, helping make the case that On is about more than just trails and hikes. Being attached to these stylish it-girls welcomes a broader audience of shoppers who likely know more about New York Fashion Week than the New York City Marathon.
But it's not just the incorporation of fashion darlings that proves On means serious fashion business. Check the receipts.
In November, On took us back to the office with its Bureau Borsche collaboration, its most corpcore collection to date, that proved On knows how to make mainstream trends its own. The brand's many LOEWE x On sneaker collabs and a recent team-up with subversive design collective Post Archive Faction are also points on the board for On's booming fashion game.
For this latest collection, though, On is standing on its own, offering something so independently luxe it eliminates all doubt: On’s focus is on fashion.
