Summary
- Zendaya continues her partnership with Swiss brand On in the "Be Every You" campaign
- The campaign features fall/winter 2025 collection and her co-designed Cloudzone Moon sneaker
- Photography by Emily Lipson with styling by Law Roach explores themes of identity and movement
The partnership between Swiss brand On and actress Zendaya enters a new phase with "Be Every You", a campaign examining identity and personal expression through movement.
Photographer Emily Lipson captured Zendaya wearing pieces from On's fall/winter 2025 collection alongside the Cloudzone Moon sneaker, which Zendaya co-designed with the Swiss company. Law Roach, Zendaya's longtime stylist, handled the campaign's fashion direction.
The images present a fashion-forward approach that adds depth and dimension to the visual narrative. Lipson's photography emphasizes the relationship between clothing, movement, and self-expression.
"Movement has always been part of how I connect with myself, and movement is different for everyone", Zendaya explains. "This story felt personal to me - a reminder that we are all multifaceted beings, with so many brilliant parts that, collectively, define and complete us. For me it was about embracing every small part of ourselves and being present in every version of ourselves."
The campaign centers on contrasts and layers that shape individual identity. The narrative takes an intimate and reflective approach to exploring how people express different aspects of themselves.
On, known for its running shoes and athletic wear, has expanded into lifestyle categories through collaborations like this one. The Swiss company has built partnerships with athletes and cultural figures to broaden its appeal beyond traditional sports markets.
The fall/winter 2025 collection featured in the campaign includes apparel designed for both athletic performance and everyday wear. The pieces blend technical fabrics with contemporary silhouettes.
Zendaya's involvement extends beyond modeling to product development. Her input on the Cloudzone Moon sneaker reflects the brand's approach to collaborative design with its partners.
The "Be Every You" concept aligns with current fashion industry trends emphasizing individual expression and authentic storytelling in brand communications. The campaign positions movement as a form of personal discovery rather than purely athletic achievement.
Fashion photography has increasingly focused on narrative-driven content that connects with audiences on emotional levels. Lipson's work for this campaign follows this approach by creating images that suggest stories beyond the clothes themselves.
The collaboration represents On's continued investment in cultural partnerships as the brand competes in the competitive athletic and lifestyle footwear market.
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Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.