After Margaret Qualley, Spike Jonze is reshaping films for brands again—this time with Zendaya

Spike Jonze has done it again in the world of fashion. After the Kenzo World fragrance campaign, where a very young Margaret Qualley performed a feverish and unsettling choreography, as if possessed by an external force — a performance that reportedly helped her land a role in The Substance — the Oscar-winning director returns to a choreographic and surreal visual language, this time collaborating with the Swiss sportswear brand On.

The protagonist of Shape of Dreams, as well as the creator of On’s new footwear and apparel collection, is Zendaya, the former Disney actress turned global star, who this year appears in Dune: Part Three, The Drama alongside Robert Pattinson, and Euphoria by Sam Levinson. Here, she also brings an authorial vision, developed together with her long-time stylist Law Roach.

If the tone with Margaret Qualley was frenetic and unsettling, almost body-horror-like, Shape of Dreams moves instead through a rarefied space: a milky white cube, as minimal as On’s collection, becoming a mental projection — an imaginary laboratory where Zendaya’s creative process takes shape.

As with Kenzo, there is no dialogue: Jonze strips away verbal language and builds everything through the body — gestures, micro-expressions, rhythm. Around Zendaya, a group of performers in the collection’s tank tops moves through the space, while surreal elements — such as a giant hand reaching into her mind — materialize ideas and fragments of thought.

Then come the garments: oversized, compressed, almost circus-like versions that appear and transform within the space. Zendaya places them onto different bodies with a simple, immediate gesture that recalls drag-and-drop on a smartphone screen, making each step of the creative process visible, from intuition to form. Part Charlie Chaplin, part physical theatre: with this project, Spike Jonze also pays homage to the history of cinema, working through body, rhythm, and transformation.

Ribbed tank tops and t-shirts, zip-up anoraks, coach jackets, midi skirts with drawstrings, parachute pants and bermuda shorts: the pieces are essential, versatile, and easy to wear, designed — as Zendaya herself states — to “make people feel confident and comfortable”.

Completing the narrative, a series of still-life images by photographer Sean Thomas offers a behind-the-scenes perspective, highlighting the new designs through the lens of the creative process.

The collection will be available from April 16, 2026 on on.com, in On stores, and at selected retailers worldwide.