LOEWE × On cements its change from trail shoe experiment to full-scale ready-to-wear.
LOEWE and Swiss sportswear label On reunite for FW25 with the Cloudventure 2.0 and a broader ready-to-wear capsule collection that moves smoothly between hiking trail and city street.
The shoe, first imagined for alpine switchbacks, now reads as confidently urban. A semi-translucent mesh upper sits over an outsized LOEWE Anagram, giving texture without weight. Underfoot, On’s Cloudtec® cushioning pairs with Helion™ super foam, while a Missiongrip™ outsole ripples in marble tones. Colourways span quiet neutrals, a vivid grass green, and a blue-red-white mix. The drop on 14 May also refreshes the Cloudtilt in electric blue and pale pink, alongside the familiar black, white and dark sand.
Clothing and accessories echo the same balance of craft and performance. Earth-toned shells and active fabrics bring breathability and lightness to the ripstop Ultra Jacket, a textured technical-jersey T-shirt, shorts, caps and socks; women’s lines add performance bras and tights.
Movement itself becomes the focus of George Eyres’s campaign, fronted by nunchuck artist Mana Kimura-Anderson, rock climber Matthew Bell, dancer Marie-Louise Hertog and tricker Daisuke Takahashi. Shot among the ridges of Les Costes Males, north of Barcelona, the stills and Sam Davis’s film trace effort, failure and repeat attempts as parts of the same story.
LOEWE × On lands online and at CASA LOEWE Madrid on 14 May and in stores worldwide a day later, stitching luxury craft to technical know-how for a season built to move.
