Together, the two brands are dressing us for the chaos and grace of urban life.
There’s a particular kind of grace when luxury fashion and precision performance meet at full speed. Loewe and On have been exploring that intersection for several seasons now, but their Fall/Winter 2025 collection feels like a breakthrough. At its center is the Cloudsolo, a sneaker born from true co-design—a first for both brands. The collection also features an expanded offering of performance wear, including new seamless base layers.
On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement. Fifteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel, and accessories for high-performance running, outdoor, training, all-day activities, and tennis. On’s award-winning CloudTec and LightSpray innovation, purposeful design, and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore.
Loewe, meanwhile, was founded in Spain in 1846, Loewe is one of the world’s major luxury houses. As of 2025, the house has been under the creative direction of Jack McCollough and Lazaro Hernandez. This new chapter redefines the house’s core sensibilities, which explore an intellectual and playful approach to fashion, a bold and vibrant take on the Spanish lifestyle and an unmatched leather expertise.
The Cloudsolo merges Loewe’s craftsmanship or On’s engineering, debuting a sneaker with a singular CloudTec Cloud element in the heel, paired with a Helion superfoam midsole and a flexible Speedboard for that signature spring in every step. Loewe’s influence arrives through rich textural details—a pebble toggle, sculptural lines, and vibrant colorways—while On’s semi-translucent technical mesh brings an athletic lightness that makes the shoe feel almost like motion in visible form. Adjustable elastic speed laces and dual branding complete the look, offered in electric hues like turquoise, orange, and lime green, as well as more neutral iterations.
Alongside Cloudsolo, the collaboration refreshes the Cloudtilt—a fan favorite—now in denim grey and denim blue with updated knitted detailing and the same offbeat elegance that made it a sleeper hit.
The ready-to-wear drop reads like a love letter to city living. Think outerwear that answers to sudden downpours, cargo trousers that respond to movement rather than restrict it, and seamless base layers that whisper luxury even when hidden beneath the everyday.
There’s a flocked anorak inspired by the tactile richness of Loewe’s runway work. There are reimagined bras, tights, tees, and performance shorts marked with a new engineered stripe jointly developed by the brands. Everything feels designed for a rhythm that shifts by the minute: the sprint to catch the train, the accidental stillness of a quiet coffee stop, the nightly return to neon-lit streets.
Speaking in movement: The campaign
To bring the collection’s ethos to life, Loewe and On tapped American photographer Ryan McGinley, pairing his eye with the visceral choreography of MazelFreten, directed by Bleunuit with movement direction by Ash Rucker.
Shot at the Faculty of Fine Arts at the University of La Laguna in Tenerife, the campaign is a study in energy—powerful gestures, bodies carving lines through architectural space, and dancers moving as though the city responds in kind.
MazelFreten’s choreography blurs the boundary between street and stage, capturing the rawness of effort and the beauty of momentum. Their movement tells a familiar story: the push and pull of the everyday, the triumphs and stumbles, the moments of synchronicity that make us feel alive.
In the Philippines, Loewe is exclusively distributed by Stores Specialists, Inc., and is located at Shangri-La Plaza Mall East Wing, Greenbelt 3, and The Mall | NUSTAR Cebu. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information.
