For certain people who live in certain cities, there is now as much social status to be found in a technical running shoe as there is in a designer handbag. Like a seamless windbreaker or a performance fleece, these are lifestyle markers that speak to well-being and leisure time away from the screen time slot machine. The athlete has become the aesthete.
In Dazed’s latest issue, photographer Krysztof Jan and stylist Melendo Garcia have pushed On’s SS23 collection further into fashion. Captured against high rises, train stations and street corners, there’s clearly an appetite for clothes with technical connoisseurship, even when those pieces aren’t worn in a conventional sports arena. Launched in 2010 by duathlon champion Oliver Bernhard and engineers David Allemann and Caspar Coppetti, On is all about creating pristine silhouettes with cutting-edge fabrications.
Click through the gallery above to see the rest of the shoot and click here to see more from the spring issue of Dazed.
Hair Akemi Kishida at MA+talent, Make-up Vanessa Bellini at MA+talent using Glossier products, talent Jessie Aina at Women Management Paris, Vic Ishimwe at Women Management Paris, Lucas Dermont at Success, Mahamadou Diaoune at M Management, photography assistant Kévin Drelon, styling assistants Jorge Garcia, Laura Gimenez, hair assistant Arpat Abdimajit, make-up assistant Anthony Morineau, production Lotti Projects, production assistants Dejan Travjkov, Benedicte Boier, casting Ikki Casting.