On by FKA twigs

How do you create something for rest that still feels made for movement?

On and FKA twigs created a recover-focused collection, connecting to the shift in how we think about performance, recovery, and wellness.

Working with the CD, I shaped the campaign narrative around restoration as part of performance, then developed Unwind as the word that held the campaign together. I treated it like an album title, borrowing from the visual language of music releases and connecting the word to the physicality of the imagery.

That narrative shaped the messaging around the launch event in Seoul. I also concepted two creator-led social ideas in Korea, exploring local approaches to restoration through style and wellness culture.