Loewe and On Turn a Running Shoe Into Performance Art, Again
The Madrid fashion house and the Swiss running brand are back for another round, this time sending three artists through forests and city streets to sell a hiking trainer.
Loewe and On are deepening a partnership that started in 2022, dropping a new footwear and ready-to-wear collection built around what the brands are calling "artistic exploration." The collection launches October 15 both online and in select stores for both brands, anchored by two new shoes: the Cloudsolo Hiker, which bolts On's Cloud heel and marbled rubber onto a lugged hiking outsole, and the Cloudtilt Cosmic, a sleeker update to the original Cloudtilt with a new CloudTec Phase sole.
The campaign, shot by photographer Rosie Marks, follows artists Joan Jonas, Martine Syms, and Tarek Atoui through forest trails and urban landscapes that inspire their work, built around the idea of "movement as a source of creativity and discovery." The ready-to-wear side leans technical: parkas with adjustable hoods, mesh-ventilated cargo trousers, and a foldable poncho, all in a palette pulled from the Swiss Alps.
It's the kind of collaboration that makes sense on paper and somehow still works in practice: a storied Spanish leather house lending its design language to a Swiss running brand that's already sold more than CHF 3 billion worth of shoes in a single year. Neither company needs the other, which might be exactly why the partnership keeps getting renewed.
Source: FashionNetwork
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
