On Spring 2025 Ad Campaign

Review of On Spring 2025 Ad Campaign by Creative Director FKA Twigs with Photographer Jordan Hemingway with models FKA Twigs, Léa Bayekula, Michelle Mensah, Nana Yaa

On reunites with FKA Twigs for a slick campaign that focuses on the movement and power of the body. FKA Twigs herself directed the campaign, and partnered with her frequent creative collaborator and boyfriend, photographer Jordan Hemingway.

Twigs previously starred as the face of the brand’s training collection and in the original ‘The Body Is Art’ campaign, to which this new chapter forms a sequel. Captured inside a raw and utilitarian warehouse in London, Hemingway’s imagery conveys a powerful sense of motion through intense, flowing choreography. Along with Twigs, the campaign features Para-athletic wheelchair competitor Léa Bayekula, IFBB professional bodybuilder Michelle Mensah, and Nana Yaa, a dancer and director of movement.

Discussing the campaign, FKA Twigs stated, “I’m drawn to bodies that do something — bodies shaped by purpose, by movement, by life. In the Body Is Art, Part II, strength becomes art. It’s about pushing personal boundaries, redefining beauty through function, and celebrating what the body can do. Movement isn’t just performance; it’s expression, power, and transformation.”

We’ve seen plenty of partnerships between athletic brands and celebrities, but Twigs feels like a uniquely meaningful choice given the way artistry and athletics are united in her work through her incredible dance talent – as do the athletes who round out the cast – women with powerful, purposeful bodies who are celebrated in their sports, but rarely in the spotlight.