LOEWE × On: Where Performance Meets Poetry
by Adriano Batista
The latest collaboration between LOEWE and Swiss sportswear brand On expands their vision for Fall/Winter 2025, pushing technical wear into unexpected territory. At its center is the Cloudventure 2.0, a shoe originally designed for rugged trails but now reimagined for city streets.
The updated silhouette keeps its athletic roots but softens its edges. A semi-translucent mesh wraps the upper, layered over an oversized LOEWE logo that plays with texture and dimension. The color options range from understated neutrals to bold statements—grass green, electric blue, and a striking red, white, and blue combination. The Cloudtilt sneaker also gets two fresh additions: pale pink and electric blue, joining existing shades like total black and dark sand.
Beyond footwear, the capsule collection focuses on technical outerwear and ready-to-wear built for movement. Earthy tones anchor the pieces, punctuated by bright accents, all crafted from lightweight, breathable fabrics that don’t sacrifice protection for comfort.
The campaign, shot by George Eyres, turns athleticism into art. Nunchaku expert Mana Kimura-Anderson, climber Matthew Bell, dancer Marie-Louise Hertog, and figure skater Daisuke Takahashi become the faces of the collaboration, their disciplines blending into a visual narrative set against the raw terrain of Les Costes Males near Barcelona.
Check it out below:
The collection arrives May 14 online and at CASA LOEWE Madrid, followed by a global release on May 15.
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