LOEWE continues its partnership with Swiss sportswear label On for Fall/ Winter 2025 by launching the Cloudventure 2.0, a refined version of their original collaborative trail shoe. While the original design explored outdoor terrain, this new model shifts focus to daily urban movement. LOEWE and On have reshaped the shoe with semi-translucent mesh layered over an oversized LOEWE Anagram, giving it a more sculpted appearance.
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The Cloudventure 2.0 combines Cloudtec cushioning and Helion superfoam, both developed by On for maximum comfort during extended wear. The outsole features Missiongrip rubber with a marble effect that sets it apart visually while also supporting multi-surface traction. Protective elements appear throughout, refining the original silhouette into something both technical and visually efficient.
This release comes in a new palette that moves from earth-toned neutrals to vibrant colorways like grass green and a blue/red/white mix, extending the model’s range. LOEWE and On also refresh the Cloudtilt, introducing electric blue and pale pink alongside returning options in all black, all white, and dark sand.
The FW25 capsule goes beyond footwear, introducing ready-to-wear and accessories designed for movement and daily performance. Garments rely on engineered fabrics chosen for their breathability, comfort, and light weight, including textured technical jerseys and performance-focused cuts.
Key pieces include the Ultra Jacket, a shell made from ripstop fabric, and the Active T-shirt, made with stretch technical jersey. The capsule also features shorts, socks, and caps, with bras and tights tailored for women. Each item fits into a palette of neutral tones energized by pops of vivid color, balancing function and visual impact.
Rather than aiming to dress for high-performance extremes, the collection supports an active lifestyle, one where form, protection, and ease matter in equal measure. Every detail, from cut to material choice, supports this direction.
LOEWE tapped George Eyres to shoot the campaign, choosing Les Costes Males, a mountainous region north of Barcelona, as the setting. The visual narrative focuses on individuals whose movement doubles as performance.
The cast includes nunchuck artist Mana Kimura-Anderson, rock climber Matthew Bell, dancer Marie-Louise Hertog, and tricker Daisuke Takahashi. Through still images and a short film directed by Sam Davis, the campaign documents effort, precision, and form, without separating struggle from success.
Each subject shows motion not only as function but as craft. Whether through dance, sport, or acrobatic technique, their work represents repeated trial, training, and expressive energy. The camera captures both exhaustion and intent.
The LOEWE × On FW25 collection launches online and at CASA LOEWE Madrid on May 14, followed by a wider in-store release on May 15. Both brands continue to align technical expertise with a clear design language, aiming to build a shared space between performance and style.
i find this collab so boring