LSN : News : 22 : 04 : 25

Zendaya wears spacesuits by On to champion movement for all

On, Switzerland

Switzerland – Zendaya and Swiss sportswear brand On have launched Zone Dreamers, a fictional film trailer turned campaign spotlighting the emotional power of moving together. Directed by Nadia Lee Cohen and styled by Law Roach, the surreal visuals blend retro-futurism, sci-fi and fashion to explore courage, friendship and collective confidence.

‘Zone Dreamers was such a joy to create,’ said Zendaya. ‘This campaign is about courage, friendship and the kind of trust that gives you the freedom to step outside your comfort zone.’

Presented as the ‘greatest movie never made’, the cinematic campaign features Zendaya and her crew navigating imagined worlds in custom-designed spacesuits by Roach and jewellery by Chris Habana.

‘The campaign may live in an imagined universe, but its message is very real: everything is possible when we move together,’ added Alex Griffin, chief marketing officer at On.

Launching alongside the campaign are two new products: the Cloudzone sneaker and the sculpting Studio Knit Bodysuit — both part of On’s spring/summer 2025 collection.

In our Cosmic Couture report, we analysed how, driven by a consumer appetite for exploration and escapism, brands are discovering the sky is not the limit but the beginning. Space is fashion’s next destination.

Strategic opportunity

Cosmic Couture taps into a growing appetite for sci-fi nostalgia, tech fantasy and future-facing escapism. How could retro-futurism shape your 2025 content strategy, brand activations or packaging design?

Glastonbury’s Shangri-La swaps social for soil in analogue relaunch

Shangri-La Glastonbury, UK

UK – For 2025, Glastonbury’s Shangri-La is stepping away from digital channels and towards analogue connection, as the late-night area undergoes a thematic reinvention called The Wilding. Embracing the values of slowing down, disconnecting from online noise and connecting in person, the space is redefining how it engages its community.

In a deliberate break from tradition, Shangri-La withheld its line-up from social media, instead hand-delivering it to those who signed up for early access; publicly available information was then made available on 16 April. A long-term strategy promises that all future updates, secrets and line-up additions will be shared via a dedicated newsletter, rather than social platforms. Branded Sign Up for Joy, the newsletter encourages a slower, more intentional form of cultural participation.

The move aligns with wider shifts in nightlife and entertainment, where interest is pivoting from intimate club nights to large-scale festivals and touring experiences. It also supports rising consumer demand for sustainability and more meaningful engagements – values Glastonbury has long championed. Rather than adding more tech, Shangri-La is taking it away – using reduced digital presence and deeper immersion in nature as tools for sustainable innovation.

As explored in our Designing Nightlife report, a new wave of eco-conscious venues and experiences is emerging, where cultural spaces prioritise environmental impact without compromising creativity.

Strategic opportunity

Consider exploring offline-first strategies that prioritise scarcity, slowness and real-world connection – using analogue touchpoints, newsletter drops and IRL activations to build deeper cultural relevance and long-term loyalty

Stat: AI news fails to win over US audiences

The Show Has Been Cancelled by Loewe and Danielle Steel, Spain

US – Despite growing industry interest in AI-generated journalism, a new poll from Poynter and the University of Minnesota reveals widespread public scepticism.

Surveying 1,128 Americans in March 2025, the research found that nearly half (49%) expressed no interest in AI-powered tools that summarise or deliver news content. Meanwhile, 30% said they had ‘no confidence at all’ in news organisations using AI to write articles, and 32% were equally concerned about AI-generated images.

Despite assumptions that readers are warming up to generative tech, the survey unveils a sense of public distrust – a sentiment compounded by misinformation concerns and years of political rhetoric undermining media credibility.

In The Synthocene Era, we unpacked how the rise of AI-driven technologies such as deepfakes and a lack of effective regulation are eroding consumer trust and having an impact on the adoption of AI in certain sectors, such as journalism.

Strategic opportunity

Rebuild trust by prioritising transparency: clearly communicate how, when and why AI is used in content creation, and offer human oversight to maintain editorial integrity and audience confidence