LOEWE and On‘s latest collaboration is about combining Spanish luxury with Swiss technical expertise. This new collection introduces a full range of ready-to-wear activewear, designed not just for functionality but with a high-fashion aesthetic. The collection features technical garments and cushioned footwear that cater to both adventurous outdoor activities and the urban lifestyle. The distinctive new joint logo symbolizes this partnership: a fusion of LOEWE’s iconic ‘L’ and On’s sharp, modern typography.
The collection stands out for its emphasis on simplicity and optimization, leveraging color-blocked performance fabrics in natural tones and statement outerwear designed for all weather conditions. Key pieces include insulated parkas, puffers, and vests finished with a unique tie-dyed ‘Storm’ pattern, catering to the aesthetically conscious outdoor enthusiast. The use of two-and-a-half layer ripstop fabric and triple-layered waterproof materials ensures durability and protection against the elements.
Footwear is a cornerstone of the collection, with the introduction of the Cloudtilt 2.0 sneakers. These shoes are designed with a multi-layer upper composed of performance mesh and woven textiles, aimed at providing comfort and support. Innovations such as rubber toe-guards, extra padding on the tongue and shoe collar, and a branded heel loop enhance the functionality. The footwear range is available in a variety of colors, including neutrals and neons.
The collection’s global appeal is amplified by its promotional campaign, shot by American artist Ryan McGinley in the wild landscapes of Indian Canyon, Palm Springs, and Simi Valley. Featuring On athletes from around the world, such as top-ranked tennis player Ben Shelton and Japanese running maverick Masato Yokota, the campaign captures freedom and the thrill of adventure. These images, combined with short films by the New York director duo Rubberband, bring the collection to life.
The LOEWE x On collection is set to launch with an exclusive pre-order phase for registered customers, followed by a broader release through pop-up stores worldwide. Take a closer look at the collection in the gallery below:
