Critically acclaimed singer-songwriter FKA Twigs is starting a new role. As of today, she is a Creative Partner for the Swiss sportswear company On and its newest training vertical.
The British musician has been recruited to help On’s push into the training and gym-wear category, a newly established venture for the label which specializes in running gear.
“Our entrance into the training space will take On to the next level,” says Marc Maurer, On's Co-CEO. “We hope to bring a functional and innovative approach to training footwear and apparel, much like we’ve done within the running space. In collaboration with FKA twigs, we want to create revolutionary, high-performance training gear.”
One of FKA Twigs’ first moves in her new role at On will be as the face of On’s FW24 training collection, launching in September 2024. She has also designed a new take on its chunky Cloudtilt sneakers.
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According to the brand, it will focus on providing freedom of movement to help people explore modes of exercise beyond the mold of traditional training. How this mission statement will translate into tangible sportswear is not yet clear.
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The black tank top and loose-fitting track pants, decorated with reflective detailing, worn by FKA Twigs in the photoshoot that announces this partnership might be an early clue as to what to expect from the FW24 training collection. Her sneakers, white training shoes with a complex lacing system similar to Rick Owens’ pentagram shoes, could also be an early tease at what’s to come — could these be the upcoming CloudTilt sneakers designed by Twigs?
The minimal sportswear and experimental sneakers from the photoshoot do fit into On’s recent moves into more fashionable territory. The label’s collection with Post Archive Faction, an innovative technical clothing brand based in South Korea, releases next week and is its most fashion-forward outing to date.
Plus, earlier this month, On teamed up with the Berlin-based retailer Voo Store to create a truly wild take on its technical running shoes.
Having established itself as a cutting-edge sportswear label, creating super shoes that are like no other, On is creeping closer into the worlds of fashion and training gear — two areas where FKA Twigs has the knowledge to lend.
“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,” says the musician.
“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.”
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On has proven that it knows how to do innovative sports gear, and it's also starting to prove its credentials in experimental, fashion-oriented technical wear, I've got my fingers crossed that its training collection is both of those things.
