Whether you're a city slicker or a nature enthusiast, Loewe's latest collaboration with On has you covered. This collection delves into the world of ready-to-wear with a thoughtfully curated lookbook comprising technical garments, essential outerwear pieces, and innovative footwear designed for both men and women. It's a fusion of Anderson's luxurious design ethos with the precision of Swiss engineering, all infused with the unmistakable Loewe aesthetic.
The collection´s focus is on simplicity and functionality. Technical fabrics come in bold colour blocks and natural tones, making them perfect for both urban commutes and outdoor adventures. From insulated parkas and ultra-lightweight jackets to technical tops and sweatpants, every piece prioritises comfort and style in any weather. A signature detail is the joint Loewe x On logo, where the iconic "Ls" of the LOEWE logo merge with the letters of On. This exclusive mark adds a touch of recognition throughout the collection.
One of the most exciting pieces is the new "non-denim" denim fabric. Utilising digital printing technology on a smooth, raw material, Loewe and On replicate the classic denim look while minimising water usage, showcasing their commitment to sustainability.The collection also features an update to the popular Cloudtilt sneakers. The Cloudtilt 2.0 boasts a multi-layer performance mesh and knit upper, providing superior breathability and support. Additional features include rubber toe caps for protection, increased padding for comfort, and a branded heel loop for easy on and off. The sneakers come in a range of vibrant colours, from classic black and tan to eye-catching neon blue and pink.
The campaign captures the collection's essence by showcasing elite athletes from around the world in action. Photographed by renowned Ryan McGinley against the stunning Californian landscapes of Indian Canyon, Palm Springs, and Simi Valley, the campaign features 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 member of the On Athletics Club Mario García Romo, former Japanese Olympian and coach of elite runners Masato Yokota and Italian runner and 1,500 champion metres in the NCAA, who also competes for the On Athletics Club Sintayehu “Sinta” Vissa.
The fifth launch of the Loewe x On collection is available for pre-order starting May 21st on loewe.com, exclusively for registered customers. The official launch takes place on May 23rd and will include special pop-up stores offering both ready-to-wear clothing and footwear in exclusive colours at various global locations.
