In a groundbreaking collaboration that transcends the boundaries of high fashion and performance wear, LOEWE and On have joined forces to create a comprehensive capsule collection tailored for active lifestyles. The LOEWE x On partnership merges the innovative design aesthetic of LOEWE’s Creative Director, Jonathan Anderson, with On’s cutting-edge technology to deliver a range of functional and stylish apparel, footwear, and accessories.
At the heart of the collection lies the shared vision of both brands to offer a top-to-toe wardrobe that seamlessly combines luxury and performance. The latest installment in this collaboration introduces an array of statement outerwear, activewear, and the highly-anticipated Cloudtilt 2.0 shoe, an enhanced version of its predecessor.
Designed for all weather conditions, the collection features a variety of premium jackets, including insulated parkas, puffers, and ultra-light ripstop fabric creations. The technical track pants and training shorts ensure maximum comfort and style with their color-blocked and tie-dye designs.
The centerpiece of this collaboration is the Cloudtilt 2.0 shoe, a testament to LOEWE and On’s commitment to continuous innovation. Upgraded with multi-layer mesh and textile uppers, extra cushioning, rubber toe-guards, and a sleekly branded heel loop, the Cloudtilt 2.0 boasts unparalleled comfort and support.
To celebrate the launch, a campaign shot by renowned photographer Ryan McGinley showcases an impressive lineup of champion athletes, such as tennis player Ben Shelton, Winter Olympian Alexandra Burghardt, and runners Masato Yokata, Aaliyah Miller, Mario Garcia Romo, and Sintayehu Vissa. The images capture the collection in action, as the athletes traverse the awe-inspiring landscapes of Indian Canyon, Palm Springs, and Simi Valley in California.
Jonathan Anderson, Creative Director of LOEWE, expresses his excitement about the collaboration, stating that “Collaborating with On has been a dream come true in so many ways—I’m a huge fan of the brand and their approach to design has opened up a whole new world for me. For this latest drop, I wanted to try something new and unexpected; a fresh connection between functionality, aesthetics, and purpose.”
The LOEWE x On collection is now available on LOEWE’s official website, offering fashion enthusiasts and athletes alike the opportunity to experience the perfect marriage of style and performance. With its bold vision and commitment to innovation, this collaboration sets a new standard for luxury activewear.
Creative direction Jonathan Anderson
Photography Ryan McGinley
Film direction Rubberband
Production Farago Projects and 2×2=5
Hair Evanie Frausto
Make up Holly Silius
