Loewe, On drop colourful sportswear collaboration

By

Olivier Guyot

Translated by
Nicola Mira

Published
Mar 28, 2022

Jointly designed collections between sports brands and luxury labels continue to be extremely popular. Miu Miu has launched a collaboration with New Balance for Spring/Summer 2022, Salomon has teamed up with Martin Margiela, and Roksanda and Fila have given a fresh twist to the Moonboot concept, while Gucci and Adidas have developed a complete collection for Fall/Winter 2022. In the same vein, Loewe has dropped a capsule collection with On Running.

The collaboration between the Swiss sports brand specialised in running shoes and listed on the NYSE, and the Spanish luxury label designed by Jonathan Anderson, is a hymn to sunshine, colours and performance, combining artisanal craftsmanship and high-tech materials while putting sustainability centre-stage.

The new line will be promoted via a campaign lensed between Carmel-by-the-Sea and the Big Sur in California by Gray Sorrenti, a long-time collaborator of Loewe, who produced a dynamic photo-shoot featuring actress and model Camila Morrone and musician Duckwrth. The collection is available from March 10 and includes sneakers for men and women, notably with Loewe’s reinterpretation of On’s Cloudventure and Cloudrock models.

The shoes are equipped with the Missiongrip external sole and the Speedboard inner-sole plate, with uppers in recycled polyester, a hand-pressed marbled sole, brass eyelets and a mat or iridescent protective layer. The models are available in five colourways: shades of khaki, shades of grey, shades of blue, shades of orange and space blue.

The collection also includes some items of clothing, such as joggers, a waterproof anorak, performance t-shirts and a three-layer unisex parka.

Loewe and On have indicated that the clothes’ colours are finished by hand, and the marble-effect soles are individually hand-crafted. Each pair of shoes is therefore unique. To promote sustainability, the collection uses recycled polyester as well as recycled packaging materials.