Zendaya Fronts On’s FW25 Campaign

The internet’s favorite, multi-talented girlfriend, Zendaya, is back at it again fronting On’s Fall/Winter 2025 campaign. The “Be Every You” campaign is a continuation of their long-standing partnership, exploring identity and the freedom to move as every version of yourself, with a video narrated by Zendaya. It tells a story of how the collection can move with you, whether in performance-inspired pieces or everyday basics. The film is directed by Bardia Zeinali, known for his narrative approach to sport and fashion film, with the stills shot by photographer Emily Lipson. The backdrop features four moonlit scenes where Zendaya moves through them to reveal her layered identities, from rebel to romantic, in dreamlike surroundings.