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In Pictures: On and Loewe’s latest apparel and footwear collection for SS24

Tom Bottomley
21 May 2024

Premium Swiss running brand, On, and luxury Spanish house, Loewe, have joined forces for a fifth time on a new collection of technical activewear, statement outerwear and cushioned footwear for men and women.

Combining Spanish luxury design with Swiss engineering, and Loewe’s idiosyncratic aesthetics with On’s technical innovations, the new collection is designed as a top-to-toe wardrobe, “geared towards exploring wild landscapes and city streets”.

The collection features a new Loewe x On joint logo, and there is an emphasis on simplicity throughout, with colours ranging from vibrant orange, pink and blue, to muted neutral monochromes, as well as the ‘Storm’ tie-dye in blue, grey and white – seen on insulated parkas, puffers and vests.

Ultra-light jackets and parkas are crafted from a two-and-a-half layer ripstop fabric, and there are also triple-layered waterproof capes, with shells and zip pullers adorned with the new logo in a reflective foil.

Performance tops, T-shirts and tanks are crafted from recycled technical jersey, and fleece hoodies and sweatshirts are engineered in bonded jersey.

Technical bottoms such as track pants, training shorts, bicycle shorts and tights offer comfort, while accessories such as neck gaiters, socks, arm sleeves, caps, and briefs “further support performance across all weather conditions”.

Building on the comfort and versatility of the co-designed ‘Cloudtilt’ – described as “sneakers so airy and comfortable they feel like walking on clouds” – the new ‘Cloudtilt 2.0’ has a multi-layer upper composed of performance mesh and woven textiles. It also features enhancements such as rubber toe-guards, extra padding on the tongue and shoe collar, and a branded heel loop. It comes in colours including black, tan, green, blue, pink, and neon yellow.

Additionally, the original ‘Cloudtilt’ comes in a new monochrome neon yellow, alongside khaki green, wild rose, beet red, navy and sand, all black, and all white.

The ready-to-wear collection is described as “garments for escaping the mundane”. To highlight that and capture the collection in action, On and Loewe went to the wild Californian landscapes of Indian Canyon, Palm Springs, and Simi Valley where American artist Ryan McGinley photographed On athletes from around the world in action in the collection.

Shot on film and Polaroid, McGinley’s images follow On athletes such as top-ranked American number one tennis player Ben Shelton, Japanese running maverick Masato Yokata, and German sprinter and pusher in the Winter Olympics two-man bobsleigh, Alexandra Burghardt.

There’s also the middle-distance runners Aaliyah Miller, Mario Garcia Romo and Sintayehu Vissa, hailing from the United States, Spain, and Italy respectively, shot in the open country – including a series of short videos by the New York director duo Rubberband.

The fifth Loewe x On drop will be available for pre-order on the Loewe website tomorrow, 22 May – only for pre-registered customers ahead of the official launch on 23 May.

There will also be a series of special pop-up stores around the world offering ready-to-wear and shoes in exclusive colourways.

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