Zendaya once again proves that nothing is impossible for her. “Zone Dreamers” – the new campaign from On transports us to a fictional, cosmic world where movement becomes the language of courage, style, and community. Although her journey takes place solely on screen, the entire campaign boasts Hollywood-level grandeur and a visually charged, emotional narrative. This isn’t a classic advertisement—it’s a fashion manifesto dressed up as a sci-fi movie trailer.
New campaign by On – where fashion meets fantasy
The futuristic campaign was directed by acclaimed visual artist Nadia Lee Cohen, renowned for her aesthetic that balances between surrealism and retro. The styling was crafted by the legendary Law Roach, who has been shaping Zendaya’s fashion identity on the red carpet and in campaigns for years.
Jewelry designer Chris Habana was also invited to collaborate, adding a bold, avant-garde edge to the entire concept. The result? Zendaya as the commander of an intergalactic mission, traveling through space in futuristic costumes inspired by the spirit of the ’70s—the golden age of sci-fi.
The campaign also marked the debut of two new products from the Spring 2025 collection: the Studio Knit Bodysuit —a seamless, sculpting bodysuit that blends functionality with a futuristic aesthetic—and the Cloudzone, a new low-profile shoe designed for everyday movement in a fast-paced world. The products are now available on the Swiss sports brand’s website, in On stores, and at selected partners worldwide.
Movement as a metaphor for freedom
Although the campaign unfolds in an imagined universe, it carries a very real message. A message that is also reflected in On’s brand philosophy. As Alex Griffin, Chief Marketing Officer, points out:
“We wanted to create a world that feels both otherworldly and deeply familiar. A place where movement becomes a symbol of confidence, connection, and creative expression. The campaign may unfold in outer space, but its message is very much grounded. Everything becomes possible when we move together. Zendaya, once again, proves she can be a style icon, an ambassador of authenticity, and the heroine of a story that moves—in every sense of the word.”
