Loewe x On
Loewe’s newest collaboration with On caters to both city dwellers and nature lovers. This collection explores the realm of ready-to-wear, featuring a meticulously curated lookbook that includes technical garments, essential outerwear, and innovative footwear for both men and women. It marries Anderson’s luxurious design principles with the precision of Swiss engineering, all imbued with Loewe’s distinctive aesthetic.
The collection emphasizes simplicity and functionality. Technical fabrics are presented in bold color blocks and natural tones, making them ideal for urban commuting and outdoor escapades alike. The range includes insulated parkas, ultra-lightweight jackets, technical tops, and sweatpants, all designed to prioritize comfort and style regardless of the weather. A notable feature is the joint Loewe x On logo, where the iconic “Ls” of the Loewe logo blend with the letters of On, adding a recognizable touch throughout the collection.
One of the standout pieces is the new “non-denim” denim fabric. Utilizing digital printing technology on a smooth, raw material, Loewe and On replicate the classic denim appearance while reducing water consumption, demonstrating their commitment to sustainability. The collection also introduces an updated version of the popular Cloudtilt sneakers. The Cloudtilt 2.0 features a multi-layer performance mesh and knit upper for enhanced breathability and support. Other features include rubber toe caps for protection, increased padding for comfort, and a branded heel loop for easy wear. The sneakers are available in a variety of vibrant colors, from classic black and tan to striking neon blue and pink.
The campaign captures the essence of the collection by featuring elite athletes from around the globe in action. Photographed by renowned photographer Ryan McGinley against the picturesque Californian landscapes of Indian Canyon, Palm Springs, and Simi Valley, the campaign showcases five-time All-American and 2016 U20 World Cup medalist Aaliyah Miller, German sprinter and silver medalist Alexandra Burghardt, young American tennis player and three-time winner of ATP Challenger Tour titles Ben Shelton, Spanish mile record holder and On Athletics Club member Mario García Romo, former Japanese Olympian and elite runner coach Masato Yokota, and Italian runner and NCAA 1,500 meters champion Sintayehu “Sinta” Vissa.
The fifth release of the Loewe x On collection is available for pre-order starting May 21st on loewe.com, exclusively for registered customers. The official launch is on May 23rd and will feature special pop-up stores offering both ready-to-wear clothing and footwear in exclusive colors at various global locations.
