Loewe and On Reunite

October 12, 2023

There's nothing we love more than a luxury — athletic-wear collaboration. Bringing the best of both worlds, sleek design and innovative engineering, Loewe announces a their fourth collaboration with On for the beloved Cloudtilt. The lifestyle shoe combines On’s meticulous and contemporary Swiss engineering, with an all new silhouette design, perfect for any athlete on the go.

Using CloudTec Phase: a computer generated midsole technology that offers smooth cushioning, the wearer's movement can seamlessly be transferred from heel to toe for a longer, ultra- smooth run. The shoe also incorporates a knitted sock construction, speed laces and LOEWE x On embroidered branding, making it the perfect shoe for all day wear.

Text by Colleen Rodgers
Campaign by Thibaut Grevet

Available in two drops, the mens drop 1 on October 12th will feature all white, black, lime green, purple rose, and all navy. Mens drop 2 in January 2024 features sand, wild rose, and slate grey, while Women’s drop 2 features sand, wild rose, and beet red.

With an outer sole crafted from EVA foam to minimize the use of rubber and an engineered mesh upper made from 99% recycled polyester, the Cloud Tilt marks the latest chapter in LOEWE × On’s commitment to performance and sustainability. Plus,all packaging is made from 100% recycled industrial materials.

Shot by Thibaut Grevet, the campaign celebrates the beautiful craft of movement combined with the collaborations tech-led approach. Stills include talent from gymnast Yonghon Huh, dancers Roy Kaneza and Hortense de Gromard, to BMX rider Cindy Dos Reis and animal flow instructor Stefan Crainic, as well as the first-ever female Emirati motor racing driver Amna Al Qubaisi, and Liu Hong, the world champion and Olympic gold medalist race walker, all embodying a dynamic, multi-facested approach to movement and physicality.

Check out images of the Loewe x On campaign below.

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