LOEWE and On have joined forces to launch an innovative collection that blends high-fashion aesthetics with cutting-edge technical expertise. This collaboration brings together LOEWE’s Spanish luxury flair and On’s Swiss prowess in performance wear, offering a line that caters to both the style-savvy and the adventure-ready.
The collection introduces a comprehensive range of activewear, from technical garments tailored for dynamic outdoor pursuits to cushioned footwear perfect for urban explorations. It stands out with its minimalist design, utilizing color-blocked performance fabrics in earthy tones, and boasts outerwear that makes a statement in any weather condition. Highlights include insulated parkas, puffers, and vests adorned with a unique tie-dyed ‘Storm’ pattern, appealing to those who prioritize both function and fashion.
A distinctive feature of the collaboration is the newly designed joint logo, which merges LOEWE’s iconic ‘L’ with On’s sleek, contemporary typography, symbolizing the seamless fusion of these two powerhouse brands.
Durability and weather resistance are key, with apparel crafted from two-and-a-half layer ripstop fabric and triple-layered waterproof materials, ensuring wearers are well-protected against the elements.
Footwear also plays a pivotal role in the new collection. The debut of the Cloudtilt 2.0 sneakers is set to redefine comfort and support in athletic shoes. Featuring a multi-layer upper that combines performance mesh with woven textiles, these sneakers are built for endurance. They are enhanced with rubber toe-guards, additional padding at the tongue and collar, and a branded heel loop for improved functionality. The shoes are available in a range of colors, from understated neutrals to vibrant neons, ensuring appeal to diverse consumer tastes.
The global allure of the LOEWE x On collection is magnified by a visually stunning promotional campaign, captured by American artist Ryan McGinley in the picturesque settings of Indian Canyon, Palm Springs, and Simi Valley. The campaign features international On athletes, including tennis sensation Ben Shelton and Japanese running star Masato Yokota, embodying the spirit of freedom and the excitement of adventure. Complementing these compelling images are short films crafted by New York-based director duo Rubberband, which vividly bring the essence of the collection to life.
Anticipation for the collection’s release is building, with an exclusive pre-order phase for registered customers soon to be followed by a global rollout through pop-up stores around the world.
As the LOEWE x On collection prepares to make its mark, it promises not only to meet the demands of modern adventurers but also to set new benchmarks in the fusion of luxury fashion and technical performance wear.
