On x Zendaya and the power of building (on) your own look
There’s a shift happening in our society of fashion, rewiring the way we approach dressing that doesn’t scream for attention.
With the launch of the On x Zendaya collection, presented through Shape of Dreams, a cinematic campaign directed by Spike Jonze, fashion steps away from the idea of a finished image. Instead, it opens up. This collection is all about finding the ‘you’ in style.
No more loud, unrelatable statements and trend chasing. Fashion becomes more personal. Just more yours.
“It’s been so much fun to collaborate with Law and the On team on these essentials,” said Zendaya. “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. Working with Spike Jonze brought that vision to life in a really special way – the world he created gave it a whole new dimension.” – Zendaya
Ribbed tanks, half-zip anoraks, parachute pants, fluid skirts, pieces that feel familiar, almost essential. But it’s exactly this familiarity that gives them power. They don’t need to overdefine or overstyle. The beauty lies in finding your look in every fit, leaving room to layer, clash, simplify, whatever version of yourself you want to embrace that day. It’s about choices, decisions, and having space to create new over and over.
THE DREAM LAB, IRL
Inside the campaign film, garments morph and shift in a surreal “Dream Lab,” visualizing the process of creation. But the real translation of this idea didn’t happen on screen; it happened in Berlin.
With the On Style Lab, the collection moved into a living, breathing environment.
No runway. No fixed looks.
Instead: a room full of racks, references, conversations, and instinct.
At the center of it, Neslihan Degerli, TITLE’s fashion editor, shapes the space as a process rather than a presentation. A place where styling becomes visible again.
Surrounding her, a cast of creatives approached the same pieces from entirely different angles.
Laura Wulf, in collaboration with her muse, Rose.
Fiyori, who took out the scissors and created an entirely new silhouette.
Khan Guovarde explored softness and glam, letting details define the rhythm of the look.
Theresa Gross showed us her strongest features in mixing and matching for a new sexy vibe.
Marvin Lobboda sharpened it again, bringing in a more directional, street-informed energy to his two muses.
“Everything is about collaboration, my muse brought in new ideas, and I really enjoy the process. It’s the same as in my real-life job!” says Laura Wulf.
Same pieces. Completely different outcomes.
What became visible inside the On Style Lab was how versatile fashion can be through individual style and personality. Each look felt like a story written in a different tone: Minimal. Romantic. Sporty. Emotional. Authentic.
The collection didn’t dictate the message; the creators adapted to it.
And that’s where the real shift lies. Styling is no longer about achieving a look. Expressing a point of view and representation now stands in the center.
THE POWER OF CORE PIECES
In a time where fashion often leans into excess, more layers, more references, more noise, this collection does the opposite. It simplifies. Not in a reductive way, in a precise one. It focuses on pieces that hold their own, so you don’t have to rely on styling tricks to make them work.
“A good tank becomes a statement depending on who wears it,” said our fashion editor while putting it on her muse, Alexa.
A jacket changes meaning depending on how it’s closed, layered, or ignored. A silhouette becomes identity through movement.
BECOMING YOUR OWN STYLIST
The On x Zendaya collection shifts the focus from complete outfits to individual pieces.
Instead of presenting a fixed look, it’s built around essentials that can be styled in different ways depending on the wearer.
The On Style Lab translated this into practice: the same garments were interpreted across multiple perspectives, resulting in entirely different looks.
Instead of defining a single aesthetic, the collection works as a flexible base, adjusting to individual style rather than dictating it.
Law Roach said during the event:
“Co-creation or collaborating is about doing what we like and making it feel right. Of course, we always have to respect the DNA and personalities of a Brand and the House Code. It’s important to know who you are working with. But also we have to be bold enough to push a little bit until we create something without trying, but still respect our boundaries.”
