Loewe and On are Conquering the Great Outdoors – Together
Jonathan Anderson debuts upcoming collaboration with his own favorite sportswear brand.
If you looked closely at Jonathan Anderson at the Loewe FW22 show, you could see that he was wearing a casual pair of sneakers with a uniquely shaped sole. The shoes belong to LOEWE’s upcoming collaboration with On, a Swiss performance brand. Anderson himself is a self-described “super-fan” of the understated sportswear brand, which has a cult-following with an “if-you-know-you-know” appeal. According to the brand, the collaboration will feature a limited edition capsule collection of shoes and apparel designed for modern adventure. It will be launching online at the Loewe and On Websites on March 9th and in limited Loewe stores on March 10th.
This collection will be On’s first venture into luxury fashion. The brand has been revered by athletes for its unique CloudTec cushioning system, a cloudlike sole that makes running more comfortable and less tiring. The brand’s press release describes LOEWE x On as a shared exploration of performance and craft: a vision for a more sustainable future. The collaboration has an emphasis on sustainable handcrafted work with materials that evoke a sense of unadulterated naturalism in a palette of khaki, blue and orange.
ON’s Cloudventure and Cloudrock performance shoes are reimagined with Anderson’s unique touch in five colorways: Gradient Khaki, Gradient Grey, Gradient Blue, Gradient Orange, and Space Blue. The collection also features six ready-to-wear pieces: weather-adaptable running pants, a moisture-wicking anorak, a customizable parka and temperature-regulating t-shirts and a unisex customizable insulation three-layer parka. Each ready-to-wear clothing item will be available in two colorways for both men and women.
The campaign images, shot by Gray Sorrentini in Carmel-by-the-Sea and Big Sur, California, evoke the spirit of the great outdoors – in luxury. The photos capture Camila Morrone and Duckwrth under the saturated light spectrum and rugged landscape of the American west coast, the de-facto homeland of upscale performance wear.
“It’s unexpected,” said Anderson to FT. “I’ve never seen On as something hyped. I like brands that aren’t too loud. There’s a specific need or functionality to it.”