The much-anticipated collaboration between LOEWE and On has launched its first apparel collection for Spring/Summer 2024. This new line features a range of technical activewear, statement outerwear, and cushioned footwear designed for both men and women. The collection seamlessly blends Spanish luxury design with Swiss engineering, merging LOEWE’s unique aesthetics with On’s technical prowess.
See also: Wear it like Beckham: Style icon partners with BOSS in new multi-year collab
From wild to urban
The collection aims to provide a comprehensive wardrobe suitable for both wild landscapes and urban environments. A new joint logo, featuring two ‘L’s from LOEWE’s Anagram nestled between On’s distinctive lettering, marks the pieces.
ADVERTISEMENT  |
The collection emphasizes simplicity and optimization, utilizing flowing, colour-blocked performance fabrics in natural tones alongside statement outerwear designed for all weather conditions. Key items include insulated parkas, puffers, and vests with a subtle tie-dyed ‘Storm’ pattern. Ultra-light jackets and parkas crafted from two-and-a-half layer ripstop fabric, and triple-layered waterproof capes, are also featured. Each piece is adorned with the new logo in reflective foil.
Performance
For performance, the collection includes tops, T-shirts, and tanks made from recycled technical jersey, as well as fleece hoodies and sweatshirts crafted from bonded jersey. Technical bottoms such as track pants, training shorts, bicycle shorts, and tights offer comfort and functionality. Accessories including neck gaiters, socks, arm sleeves, caps, and briefs support performance in various weather conditions. The ready-to-wear items come in vibrant shades of orange, pink, and blue, as well as muted neutrals and the ‘Storm’ tie-dye pattern in blue, grey, and white.
Building on the success of the co-designed Cloudtilt sneakers, the new Cloudtilt 2.0 features a multi-layer upper made of performance mesh and woven textiles, with enhancements such as rubber toe-guards, extra padding on the tongue and collar, and a branded heel loop. The Cloudtilt 2.0 is available in black, tan, green, blue, pink, and neon yellow. Additionally, the original Cloudtilt is now offered in new monochrome neon yellow, khaki green, wild rose, beet red, navy and sand, all black, and all white.
ADVERTISEMENT |
To showcase the collection, LOEWE and On captured images in the wild Californian landscapes of Indian Canyon, Palm Springs, and Simi Valley. American artist Ryan McGinley photographed On athletes such as top-ranked American tennis player Ben Shelton, Japanese running maverick Masato Yokota, German sprinter and Winter Olympian Alexandra Burghardt, and middle-distance runners Aaliyah Miller, Mario Garcia Romo, and Sintayehu Vissa. The images, shot on film and Polaroid, are complemented by short videos directed by the New York duo Rubberband.
Feature image credit Ryan McGinley
