For the launch of her On collection, Zendaya brings in Spike Jonze to do what he does best—turn a simple idea into something a little strange. In Shape of Dreams, the campaign shifts attention away from the clothes and into the space where they’re still being figured out. Set inside a minimal “dream lab,” the film follows ideas as they stretch, morph, and evolve before settling into final designs, creating a visual logic that feels closer to thinking than storytelling.

A Brand Building in Chapters

This move also fits into a broader strategy from On, which has been steadily expanding Zendaya’s role over time. What started as a partnership has evolved into something closer to authorship, with each campaign adding more creative weight and a stronger narrative point of view. The progression is clear: bigger ideas, more distinct collaborators, and a growing emphasis on storytelling as a brand asset rather than just a delivery tool.

When Process Becomes the Product

Developed with Law Roach, the collection blends performance design with a more instinctive, personal approach to style, and the film mirrors that balance by avoiding traditional product storytelling. Instead of focusing on features or materials, it leans into movement, experimentation, and transformation, allowing the creative process itself to carry the message. The result is a subtle but important shift: the product no longer feels like the starting point, but something that naturally emerges from the idea.

In a category that usually leans heavily on polish and control, this approach feels more open, more intuitive, and ultimately more engaging to watch.

If your idea looks this good mid-thought, the final product is just showing off. — Julian Vega