Loewe and On have presented a new chapter in their unique partnership. Redefining once again the limits of athleisure, they have expanded the forceful ready-to-wear range and added brand new colours to the recognisable Cloudtilt shoes. But the hype only gets bigger with the launch of the refined design for the Cloudventure 2.0, accompanied by a brand new campaign shot by George Eyres and starring athletes like nunchuck artist Mana Kimura-Anderson and tricker Daisuke Takahashi.
The now-familiar crossover between Loewe and On is once again validated by their latest capsule collection. Their joint vision of modern activewear combines a forward-thinking aesthetic with a strong appreciation for craftsmanship. The garments in the collection embody a philosophy of motion — made from lightweight, durable materials, shaped by movement, and refined in tone — a perfect blend of the ethos each brand represents.
What begins as technical sportswear quickly unfolds into a sensory landscape of nuanced tones. The colour palette strikes a dialogue between warmth and vibrancy. Intertwining muted earth tones and soft pastels with bold accents of rich cobalt and strong green. It’s this visual contrast that gives the pieces not just visual depth, but full versatility. These aren’t just functional garments; they are adaptive layers for urban rhythms and more diverse, everyday terrains. With the reinterpretation of the Cloudventure 2.0, the collection moves confidently into a space beyond sport. They emerge not just as functional footwear but as a fundamental piece of a modern, cross-context wardrobe. The Loewe logo is now more evident and can be seen through different layers of the shoe design.
The campaign shows an artistic approach to the collection, finding the allure of effort and the intimate nature of improvement. With detailed shots, George Eyres captures professional athletes with a quiet and poetic intensity. They interact with the environment through a unique perspective, where gesture and presence carry as much weight as movement. The backdrop landscape is a nod to Loewe's Spanish roots, with the campaign being filmed in Les Costes Males near Barcelona. The colours and textures resonate with the aesthetic and create this idyllic space where the collection spirit grows naturally. A conversation between body and world, between function and sensibility.
Rather than offering a mere collision of luxury and sport, Loewe and On present something much more special that transcends the conventional boundaries of fashion. It offers wearable expression, flowing between disciplines and environments freely, both physically and symbolically.
