Hot on the heels (pun intended) of debuting its AW22 collection in Paris last week, luxury house LOEWE has announced a collaboration with performance brand On, which has been described as a “limited edition capsule collection of shoes and apparel designed for modern adventure”. For the drop, the two have reimagined long established craft skills, combining a focus on sustainability with an emphasis on applying the handmade to technical pieces.
In the footwear department, LOEWE has reworked some of On’s signature styles: the Cloudventure and Cloudrock sneakers. Keeping the outdoor-brand’s trademark rubber outsole, the shoes have been updated with a hand-pressed marbled outsole effect, as well as mudguards which now come in either matte or iridescent iterations. The collaborative kicks are set to be available in five different colourways, too – Gradient Khaki, Gradient Grey, Gradient Blue, Gradient Orange and Space Blue – one for every mood.
The drop doesn’t stop at footwear, though. The capsule is completed with six ready-to-wear womenswear pieces, and seven for menswear, each built with a unique blend of performance properties and key On features. These include running trousers, a waterproof anorak, a series of tees and customisable Parka jacket.
Using a Japanese sashiko-inspired needlework print and a predominantly nature-inspired colour palette, we see LOEWE’s dedication to craftsmanship and style meet the technical concerns of On, with the finishing process carried out by hand, resulting in each item being unique in detail.
As has become somewhat of a standard for the fashion industry nowadays, sustainability is of top priority for this collection, too. The brands have used recycled polyester and packaging. However, what really pulls the collection together is the campaign. Shot by cult-favourite photographer and long time LOEWE collaborator Gray Sorrenti, the campaign brings Camila Morrone and Duckwrth together, who showcase the collection in all its glory.
The collection launches March 9 on LOEWE and On’s respective websites, before dropping in store the next day.
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