Fresh off announcing her new album titled “Eusexua,” music and performance artist FKA Twigs has staged a performance during London Fashion Week. The performance was done in collaboration with the Swiss sportswear brand On, which announced Twigs as a creative partner earlier this year.
With a set co-designed by Twigs and Arthur De Borman, the performance is part of a larger “The Body Is Art” titled training campaign. The campaign is the first for the musician with the brand and explores the beauty of bodies in motion. In terms of product, the effort supports ON’s Cloudnova X, which the company says is ideal for going from the street to the gym as well as the Cloud X 4 which includes better forefoot flexibility.
The London event on September 16 was attended by names like Mia Regan, Julie Adenuga, Raven Smith, Bianca Saunders, Nick Grimshaw and more.
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It is only the latest effort for the growing brand. On Holding announced record second quarter net sales this year.
“We clearly see that the brand is extremely hot all around the world,” Martin Hoffmann, co-chief executive officer and chief financial officer, told FN in an interview. “And in the end, that high demand is converting into all our channels: wholesale, e-commerce and retail.”
In addition to Twigs, the company named Zendaya as a brand partner earlier this year, launching with a creative campaign dubbed “Dream Together.” Less than a week after that announcement and right ahead of the Olympics, the firm’s largest flagship yet opened on the Champs-Elysees. In addition, the collaborative Cloudtilt 2.0 sneaker with Loewe was the hottest shoe of the second quarter according to Lyst’s Index report.
In August, the company feted the US Open with a bash that included tennis matches as well as celebrities like Julez Smith and Honey Balenciaga.
