On and Zendaya unveil Be Every You — a new campaign exploring identity and the freedom to move as every version of yourself, marking the next chapter in their ongoing long-term partnership. The campaign spotlights Zendaya in new, elevated apparel for Fall/Winter 2025, alongside the Cloudzone Moon — her first co-created footwear design with On. As both muse and creative force, Zendaya shapes the story with longtime collaborator Law Roach, who styled the hero looks seen throughout.
At its core, the narrative embraces contrasts and the layers that define who we are. The script feels intimate and self-reflective, brought to life by Zendaya’s narration. The story captures how the collection — from performance-inspired pieces to elevated, everyday looks — shifts with mood and how each of us chooses to show up.
“Movement has always been a part of how I connect with myself, and movement looks different for everyone. This story felt personal – a reminder that we are all multifaceted beings, with so many brilliant pieces that ultimately make up who we are, make us whole. To me it’s about embracing every little bit of ourselves, and being present in every version of yourself,” said Zendaya.
The campaign film is directed by filmmaker Bardia Zeinali, known for his narrative-driven approach shaped by his work across fashion and sport. Played out across four moonlit, natural set builds, the film explores themes of duality through contrasts in lighting and movement. Zendaya moves through ‘chapters’ that reveal her layered identities: the romantic and the rebel, the chaos and the calm. Campaign stills were shot by photographer Emily Lipson, whose fashion-forward lens adds rich lighting and dimension to the imagery.
As part of the launch, the Cloudzone Moon makes its debut as Zendaya’s first co-created shoe with On and Law Roach. A bold update to the Cloudzone silhouette, it pairs a breathable mesh upper with a supportive heel and added forefoot padding to cushion every step, balancing standout style with all-day comfort. The sculpted midsole features next-gen CloudTec® cushioning for enhanced softness and stability.
The campaign spotlights On’s latest apparel collection — with fresh silhouettes crafted from lightweight, breathable materials designed for everyday versatility. Hero styles include a structured Bomber Jacket, a sleek Studio Bodysuit, and a Track Jacket with matching shorts. A second footwear drop follows in October: the Cloudtilt Moon. Softer in design and function, it’s built for recovery and all-day ease, with a sock-like knit upper and ultra-cushioned CloudTec® Phase sole.
The campaign launches on August 7, 2025, with the Cloudzone Moon and the latest apparel available at on.com and On retail stores globally. The Cloudtilt Moon will be available from October 2, 2025.
