David jones
In a bold fusion of sci-fi aesthetics and high-performance fashion, Zendaya has once again captivated audiences with her latest campaign, “Zone Dreamers,” for Swiss athletic brand On. Unveiled in April 2025, this innovative campaign blurs the lines between cinematic storytelling and fashion advertising, positioning Zendaya at the forefront of a new era in lifestyle branding.
A Cinematic Journey Through Fashion
“Zone Dreamers” is presented as a trailer for the “greatest movie never made,” featuring Zendaya leading an intergalactic expedition. Directed by visual artist Nadia Lee Cohen and styled by Zendaya’s longtime collaborator Law Roach, the campaign showcases a retro-futuristic aesthetic reminiscent of 1970s science fiction. Zendaya’s transformation includes a dramatic pixie haircut and prosthetic alien-like ears, embodying a character that is both otherworldly and empowering. On+2Hypebeast. Driving Culture Forward+2Byrdie+2People.com
The campaign’s narrative celebrates themes of courage, friendship, and the power of movement, aligning seamlessly with On’s brand philosophy. “Zone Dreamers was such a joy to create,” Zendaya shared. “I’ve loved working with On to bring something so creative and unexpected to life. Teaming up with Nadia for the first time brought such a unique energy to the set, and collaborating with Law—as always—made the experience even more special.”
Showcasing On’s Spring/Summer 2025 Collection
The campaign spotlights key pieces from On’s Spring/Summer 2025 Movement Lifestyle collection. Notable items include the Studio Knit Bodysuit, a seamless, body-sculpting one-piece designed for both performance and style, and the Cloud-zone sneaker, featuring On’s signature CloudTec® cushioning technology. The collection’s colour palette—featuring shades like Caper, Glacier, and Coral—complements the campaign’s futuristic theme. Hypebeast. Driving Culture Forward+1People.com+1Fast Company+6Rolling Out+6People.com+6Vita Magazine
Beyond the standout pieces, the collection offers a range of Athleisure wear, including crop tops, tights, jackets, tees, and shorts, all designed to transition seamlessly from workouts to everyday wear. The versatility of the collection underscores On’s commitment to blending functionality with fashion-forward design.
Redefining Athleisure and Lifestyle Branding
“Zone Dreamers” represents a significant shift in how athletic brands approach marketing and storytelling. By integrating cinematic elements and a compelling narrative, On transcends traditional advertising, offering consumers an immersive experience that resonates on both emotional and aesthetic levels.Rolling Out
Zendaya’s involvement brings a level of authenticity and star power that elevates the campaign. Her willingness to embrace bold transformations and experimental fashion choices reinforces her status as a style icon and trendsetter. This collaboration not only showcases On’s innovative designs but also sets a new benchmark for creative expression in the fashion industry.
Cultural Impact and Reception
The campaign has garnered widespread acclaim for its originality and execution. Fashion enthusiasts and critics alike have praised the seamless blend of sci-fi elements with high-performance fashion. The campaign’s release coincides with a growing public interest in space exploration and futuristic themes, tapping into contemporary cultural narratives. Rolling Out
Zendaya’s portrayal of a cosmic heroine resonates with audiences seeking inspiration and empowerment through fashion. The campaign’s emphasis on community, confidence, and movement aligns with current trends that prioritise inclusivity and self-expression in lifestyle branding.Vita Magazine
Conclusion
“Zone Dreamers” stands as a testament to the evolving landscape of fashion and lifestyle marketing. Through this campaign, Zendaya and On have successfully reimagined Athleisure, infusing it with narrative depth and futuristic flair. As the boundaries between fashion, storytelling, and cultural commentary continue to blur, “Zone Dreamers” exemplifies how innovative collaborations can redefine industry standards and captivate global audiences.Rolling Out
For those eager to experience this fusion of fashion and fantasy, the full “Zone Dreamers” collection is now available on On’s official website and select global retailers. Will you be joining the future of fashion?
Ryan Wild
