Zendaya swaps roles in a creative new campaign

Zendaya is stepping into a surprising new role, playing assistant to her longtime stylist, Law Roach, in a fresh campaign that highlights the duo’s creative chemistry and playful dynamic.

The campaign, created for Swiss brand On, sees the Emmy-winning actress take on a behind-the-scenes persona, humorously reversing the roles she and Roach have occupied throughout her career. 

Known for crafting some of Zendaya’s most iconic fashion moments, Roach appears front and center, while Zendaya embraces the role of his assistant in a tongue-in-cheek narrative.

According to People, the collaboration is part of a larger creative project tied to their debut womenswear collection, blending performance wear with elevated, everyday style. 

Moreover, the campaign itself, directed by acclaimed filmmaker Spike Jonze, leans into storytelling and movement, offering a cinematic take on fashion promotion.

Zendaya and Roach have long been celebrated for their close working relationship, which has redefined celebrity styling through bold, thematic looks and “method dressing.” 

As per the outlet, their latest campaign builds on that legacy, showcasing not only their fashion sensibilities but also their ability to experiment with narrative and roles.

Fans were quick to praise the campaign’s originality, noting how it reflects the pair’s comfort with each other and willingness to subvert expectations.

Furthermore, by flipping their usual dynamic, Zendaya and Roach bring humor and freshness to the fashion world.