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.

Camila Morrone in LOEWE X On performance gear collab.

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. The On team of athletes, sports scientists, engineers and designers developed premium shoes that are worn by both world-class professional athletes as well as everyday consumers seeking to lead an active lifestyle.

Swiss tennis player Roger Federer, who invested an undisclosed sum into On in 2019, has his own ‘The Roger’ On shoe. The brand went public in September 2021 at $24, well above its target $20-22 price, closing Friday at $25.55. On is also the official shoe of the Swiss Olympic team.

5,000m World Champion and 2021 Olympic Silver Medalist, Hellen Obiri ecently joined the On team of athletes. AOC notes that without counting, female athletes are VERY well represented with lots of American flags. Good move on the women.

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.

Sustainability is a key factor for both LOEWE and On, and a significant part of the collection is made from recycled polyester. All of the packaging is recycled.

By contrast, checking Nike’s packaging this minute, it’s all about future goals. {AOC will return to Nike’s sustainability goals separately. They seem to be mostly about future promises. We thought they were further along.]

As creatives, we will appreciate information about the LOEWE X On printing on the shoes. The color palette is very engaging with its mix of nature-inspired shades and patterns. Color is often applied with a gradient effect that is designed to mimic prolonged exposure to the elements “en plein air.”

Translated: the printing is designed to help camouflage mucked-up shoes or hoodies, exposed to the elements. Maybe it’s a woman’s thing, but I love that idea. Every piece is finished by hand, setting LOEWE and On’s shared exploration of sustainability, performance, and craft — a word not typically used in technical performance gear. ~ Anne

See the entire LOEWE X On Running collection here.