FKA Twigs is diving in to the athletic-wear market, partnering with Nike as creative director of its NikeWomen’s Spring Zonal Strength Tights campaign, “Believe in More.” The singer combines sports and artistry in the ads, for which she tapped Olympic fencer Miles Chamley-Watson, U.S. track and field star English Gardner, dancer Saskia Horton, and international karate champion Jay Kirton, as well as other dancers and performers.
“I cast a group of amazing people who take their physicality seriously and have their own sense of style, in order to push people to be healthy and understand, through any genre of sport, they can be the best versions of themselves,” Twigs wrote in an open letter explaining her thoughts and inspirations behind the campaign. She says that with the images, she tried to convey the athleticism that dancing, which Twigs has been doing since she was 3 years old, requires.
“People don’t always see dancers as athletes, but we are. Through dance and fitness, I've met young people who work really hard and have dedicated their lives to being physical. To me they represent ‘modern movement,’ which I define as exploring any genre of sport without boundaries.” Twigs connects athleticism and artistry in her open letter, and in the campaign images. “As a dancer, I try to embrace my fragility and accept that where I'm at is good enough. Dancers are taught to always look in the mirror, from an early age, making sure we have perfect alignment. There comes a point when you just have to let go and trust that you’re going to get where you need to be. Overall, dance makes you realize that there's beauty in the imperfections. I think that’s what can make it most intriguing for people to watch.”
The result is a stunning, haunting, and artistic campaign which has the alternative glamour and mysterious drama we love Twigs for. The singer also launched a video to go with the campaign, which features the song she specifically chose for this project, “Trust in Me.”
Click through the slideshow above to see images from the campaign that was “conceptualized, directed, performed and soundtracked” by Twigs herself.