Zendaya Launches Into a Futuristic Universe in New ‘On’ Campaign: A Cosmic Fusion of Fashion and Fantasy

Zendaya is reaching for the stars — literally, albeit in a fictional sense.

In a stunning new campaign with Swiss performance brand On, the globally celebrated actress and fashion icon takes centre stage in a high-concept, outer space-inspired project titled “Zone Dreamers.” Rather than boarding a real-life rocket like Katy Perry did earlier this week with Blue Origin, Zendaya’s interstellar journey unfolds in a cinematic trailer directed by renowned visual artist Nadia Lee Cohen and styled by her long time collaborator and iconic fashion stylist Law Roach.

In the campaign, Zendaya plays the leading role of a courageous explorer navigating unknown realms of the universe, supported by a close-knit crew. Their mission? To move, train, and discover new dimensions — both literal and metaphorical — all while embodying the essence of movement, transformation, and unity.

The campaign takes viewers on a visual voyage through imaginative landscapes, futuristic aesthetics, and powerful symbolism. It’s not just about sleek styling or high-performance gear — it’s about exploring what lies beyond the limits of comfort zones and expectations.

A Retro-Futuristic Fantasy

The short film is as visually captivating as it is symbolic. Zendaya dons custom-designed space-inspired suits, conceptualised by Roach, that blend function with fantasy. These garments are elevated even further with edgy, avant-garde accessories created by Chris Habana, a jewellery designer known for pushing the boundaries of conventional design. The result is a look that merges vintage sci-fi vibes with a fresh, modern edge — a visual homage to retro-futurism that’s bold, aspirational, and completely in tune with Zendaya’s trailblazing spirit.

Reflecting on the project, Zendaya shared her excitement:
“Creating Zone Dreamers was such a joy. I loved partnering with On to bring something so imaginative and out-of-the-box to life. Working with Nadia for the first time brought this electric creative energy to the set, and as always, collaborating with Law made it even more meaningful. This campaign celebrates bravery, connection, and the kind of trust that allows you to leave your comfort zone and step into something new.”

Blurring the Lines Between Style and Storytelling

For On, this campaign represents more than a fashion statement — it’s an artistic manifesto. According to Alex Griffin, chief marketing officer at On, the idea behind Zone Dreamers was to blend dreamlike visuals with real-world emotion.
“Collaborating with Zendaya, Nadia Lee Cohen, and Law Roach gave us the opportunity to expand the boundaries of what a fashion campaign can be. With Zone Dreamers, we imagined a surreal yet deeply human world — one where movement is a metaphor for self-belief, creativity, and collective power. Though the world we created may be fictional, the message is grounded in truth: anything is possible when we move together.”

This campaign also marks On’s first collaboration with Cohen, who is celebrated for her hyper-stylised, cinematic visuals. Her distinct direction brings a surreal quality to the film — one that’s vibrant, theatrical, and immersive. It’s storytelling through style, combining performance wear with cinematic drama.

Introducing the Movement Lifestyle Collection

At the heart of the campaign are two standout product debuts that reflect both the narrative and functionality of the collection.

• The Studio Knit Bodysuit — a sculpting, seamless one-piece designed for both comfort and bold expression. It’s versatile, sleek, and speaks to the campaign’s spirit of empowered movement.

• The Cloudzone Sneaker — a streamlined, low-profile shoe that delivers On’s signature performance technology in a more minimalist silhouette, bridging the gap between athletic performance and everyday wear.

Both items serve not only as wardrobe staples but as storytelling tools within the film, blending seamlessly into the visual narrative of exploration and style.

The Movement Lifestyle Collection for Spring 2025, which includes these two new releases, officially launches on Tuesday. It will be available on On’s website, in their flagship stores, and through selected global retailers.

Zendaya x On: A Bold Partnership

Zendaya joined forces with On in June of 2024 as a brand partner, bringing her unique blend of charisma, elegance, and cultural relevance to the brand. Known for her ability to effortlessly shift between acting, red carpet fashion, activism, and trendsetting, Zendaya has long been a symbol of evolution and empowerment — values that align closely with On’s vision.

This latest campaign solidifies her presence not only as a global ambassador but as a creative force within the brand. Her collaboration with Law Roach — a pairing that’s become legendary on red carpets and fashion campaigns — once again delivers a result that is boundary-pushing and resonant.

Fashion With a Message

Ultimately, Zone Dreamers is more than just a campaign — it’s a celebration of storytelling through style, the courage to reinvent, and the power of movement as a metaphor for growth and connection.

It encourages audiences to step outside the ordinary, explore unfamiliar territory, and embrace the unknown with boldness and curiosity. Whether flying through fictional galaxies or walking through everyday life, the message is clear: when we move with intention and unity, anything is possible.

With this campaign, Zendaya and On have managed to turn a fashion ad into a futuristic fable — one that inspires us to dream bigger, move bolder, and style with meaning.