This partnership has now materialized into their first training campaign for the Autumn/Winter 2024 season, titled “The Body is Art.” The campaign celebrates the beauty of our bodies in motion, highlighting the artistic nature of physical movement.
FKA twigs, known worldwide for her groundbreaking work in music, dance, and visual arts, brings a fresh perspective to the Swiss brand’s campaign. The concept of the body as art is a shared vision between the artist and the brand, encouraging people to engage in a holistic training experience.
Photographed by the talented Jordan Hemingway, the campaign images exude a sense of tranquility and meditative well-being. Set against a natural backdrop, these visuals capture a continuous flow of energy, symbolizing the connection between mind and body.
FKA twigs expresses her thoughts on the campaign: “Training transports me to a different mental and physical state that elevates me. When I train, I feel a profound sense of beauty, but it’s an inner beauty. It has nothing to do with my external appearance. It’s simply a wonderful feeling. The body is art, so why not treat it as such?”
As part of this initiative, “The Body is Art” will also be an event held in London on September 16th. This immersive artistic experience will celebrate the art of bodies in motion, inviting attendees to explore the beauty and power of physical movement.
This campaign not only showcases the synergy between FKA twigs and On but also promotes a deeper appreciation for the artistry of the human body. Through this collaboration, On continues to redefine traditional training campaigns, offering a fresh and inspiring perspective on fitness and well-being.
