Zendaya and Spike Jonze Get Whimsical in the Dream Lab for On
Zendaya’s dreams are the setting for Spike Jonze’s new film for sportswear brand On, bringing the creative process behind her latest collaboration with the brand to the forefront.
The centrepiece of the campaign, 'Shape of Dreams' goes inside Zendaya’s imagined design world, ‘The Dream Lab’. Here, the filmmaking treats creation as a canvas for imagination. Throughout the piece, the process takes on a surreal, boundary-defying quality as outfits stretch, shrink, and transform until they find their final form. Silhouettes evolve, materials shift, and ideas are visually refined on screen.
“Working with Spike brought that vision to life in a really special way – the world he created gave it a whole new dimension,” said Zendaya.
The film serves to introduce a defining new chapter in the partnership between the global icon and On: their first co-created collection of footwear and apparel. Developed in close collaboration alongside longtime collaborator Law Roach, the project brings together Zendaya’s expressive, instinctive perspective on modern sportswear with On’s design expertise.
Zendaya added, “It’s been so much fun to collaborate with Law and the On team on these essentials. We wanted to create pieces that feel versatile and easy to wear – styles that move with you across different moments. We started with the idea of making people feel confident and effortless, and we built everything out from there.”
The film is accompanied by still life imagery shot by acclaimed photographer Sean Thomas, which brings the viewer behind the scenes and spotlights the new styles firmly through the lens of the creative process.
Alex Griffin, chief marketing officer at On, noted the significance of the creative team-up. “This co-created collection marks the next chapter in our creative partnership with Zendaya. A complete expression across footwear and apparel, brought to life through a remarkable campaign directed by the legendary Spike. Zendaya’s creative spirit is felt in every detail - shaping how performance and style come together. At On, premium design is embedded in our DNA, and this launch reflects the culture of curiosity and collaboration that continues to shape our work."
The collection itself balances fashion instincts with On’s Swiss engineering, featuring ribbed tank tops, ribbed T-shirts, half-zip anoraks, coach jackets, drawstring midi skirts, parachute pants, and Bermuda shorts. Woven throughout is a shared focus on detail, bringing function and form together through refined silhouettes, colour, and texture. The footwear introduces the Cloudnova Moon, a sleek silhouette that recontextualizes the existing collection with an uncompromising aesthetic edge.
