On and FKA Twigs Highlight Movement as Self-Expression

Swiss sportswear brand Honwhich has exploded in growth in recent years and taken on giants like Nike, continued its expansion into clothing with artist FKA Twigs.

“The Body Is Art, Part II” introduces a new collection of performance clothes and sneakers for spring/summer 2025. First partnered with British artist FKA Twigs last year for the new line of training clothes of the brand.

FKA Twigs directed and stars in a one-minute video, which underscores her belief that movement is an artistic expression that goes beyond physical performance. She directs the film alongside Paralympic wheelchair athlete Léa Bayekula, IFBB Pro Bodybuilder Michelle Mensah, and dancer and movement director Nana Yaa.

“It’s about pushing personal boundaries, redefining beauty through function, and celebrating what the body can do,” FKA Twigs said in a statement. “Movement is not just performance; it is expression, power and transformation.”

The brand introduced “The Body is Art” in September linked to its autumn/winter 2024 collection. With the campaign, On aims to redefine training as “a living and breathing art form where the body becomes a canvas for creative movement.”

The lifestyle push On

Performance aside, On has made a push in the lifestyle category over the last year.

The brand has lined up Zendaya for a multi-year deal including product development, global promotion and creative campaigns. The actress already has starred in many placesincluding one with tennis star and On investor and partner Roger Federer.

“It’s no secret that I’ve been a big fan of On for a long time – I’m always wearing it on set or when I’m traveling, rehearsing or running with my dog,” said Zendaya. in a statement.