LOEWE X On Performance Gear Collab with Camila Morrone, Duckwrth
/
LOEWE X On Performance Gear Collab Lensed by Grey Sorrenti with Camila Morrone, Duckwrth AOC Fashion
LOEWE links up with Swiss performance brand On for a collaboration that represents LOEWE’s first venture into a performance gear collab. Model Camila Morrone, still going strong with Leo DiCaprio since late 2017, and South LA rapper currently touring with Billie Eilish Duckwrth, front the campaign shot by Gray Sorrenti [IG] in Big Sur, California.
Although LOEWE has established a track record of capsule collections with artists, turning to superb craftsmanship and innovation from 12-year-old On marks a new direction.
Founded by Olivier Bernhard, a three-time World Duathlon Champion, and two fellow running enthusiasts, David Allemann and Caspar Coppetti, On launched with a clear technical vision and objective.
The co-founders saw an opportunity to create a radically different cushioning technology for running shoes, a large category that had not experienced much product innovation in recent years.
Swiss tennis player Roger Federer, who invested an undisclosed sum into On in 2019, has his own ‘The Roger’ On shoe.
The collab featured here is LOEWE’s riff on ON’s popular Cloudventure ($390) and Cloudrock ($450) shoes, both of which feature the Swiss brand’s trademarked rubber outsole and liquid-injected thermoplastic mid-soles. The result is a shoe that is visibly grippy, lightweight and supportive.
The unique patented cushioning system is activated only when you need it — during the landing. AOC doesn’t pretend to understand it, but the logic is attractive.
See the entire LOEWE X On Running collection here.
