The worlds of high fashion and high-performance athleticism continue their intriguing convergence. Loewe and On, having previously explored this terrain, are returning for Spring/Summer 2025, presenting an expanded collection that moves beyond footwear to embrace a more comprehensive ready-to-wear offering.
At the heart of this latest collaboration is the Cloudventure Loewe 2. This iteration serves as a reimagining of their initial shoe design, incorporating new materials. The upper features a semi-translucent mesh layer, subtly revealing a textural Loewe Anagram beneath. The foundation of the shoe combines On’s proprietary Cloudtec® technology with Helion™ super foam, components intended to maximize both performance and wearer comfort. For varied excursions, the outsole is constructed from Missiongrip™ rubber, designed to withstand diverse terrains. The shoe is set to be available in a palette that includes a verdant grass green and a dynamic blend of blue, red, and white.
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Complementing the footwear is the expanded ready-to-wear line. This collection features technical co-branded outerwear alongside lifestyle pieces, suggesting versatility for both active pursuits and everyday wear. Among the garments noted are ripstop shell ultra jackets, active jersey T-shirts, shorts, caps, and socks.
The collection’s accompanying campaign, captured through the lens of George Eyres, adopts an outdoorsy setting. Against the backdrop of Les Costes Males, situated north of Barcelona, an eclectic ensemble was assembled. The cast includes individuals from varied disciplines: nunchuck artist Mana Kimura-Anderson, rock climber Matthew Bell, dancer Marie-Louise Hertog, and tricker Daisuke Takahashi, posing amidst the natural landscape.
The launch is scheduled for May 14, when the collection will become available online and at CASA LOEWE Madrid. It will subsequently arrive in stores on May 15.
