Loewe x On just dropped a new collection featuring two new footwear models among a suite of artist-informed ready-to-wear. The campaign imagery, featuring fine artists like sound sculpturist Tarek Atoui, multimedia wunderkind Martine Syms, and legendary performer and video artist Joan Jonas, adds a lot of much-needed substance to the increasingly popular concept of “ready-to-wear designed to facilitate artistic expression” by…actually tapping artists to self-represent.
Now four-years-and-some-change into the Loewe x On partnership, this drop feels like the next step in the partnership’s evolution, from concept into practice. That’s why it makes the most sense to style actual artists and then place them in the wild, or in the case of the campaign video, in various states of their practice. The clip of Jonas tracing rocks with pastilles is my version of fashion cinema.
The pieces are as practical as the practitioners animating them, designed to go either performance-wear-as-streetwear or streetwear-as-performance-wear depending on your lifestyle. Gear-wise, the two new shoes stand out as the newest piece of On technology given the Loewe treatment—the Cloudtilt Cosmic and Cloudsolo Hiker. The former shoe is a new iteration of the original Cloudtilt, an ultralight cushiony running sneaker, that updates and streamlines the CloudTec Phase sole technology with less perforations and more colors, including a purple shade consistent with Grimace-fall allegations of 2026.
The Cloudsolo Hiker, on the other hand (foot?), is a hybridized sneaker-hiking boot, as in the body of the style resembles the Cloudsolo sneaker but with corded laces and custom hook detailing in the style of a tactical boot. This shoe looks like it can perform as a diet-hiking boot with a more fashion bent emerging through the orange-on-orange colorway as well as this khaki with mint lacing, whose contrast honestly resembles the Prada hiking booties with the metal eyelet hooks and multicolored dirty-on-purpose laces. This is a trend alert that I think we’re going to see trickle down into DIY styling as fall progresses.
As has been the case for previous collections, the ready-to-wear offering joins the quirky Loewe feeling with the practical moisture wicking fabrics from On with your usual limited edition colorways of classics like the Train 2-in-1 shorts. This season, though, a freakier high-def landscape print joints the mix with the 2-in-1, as well pieces like the logo longsleeve tee and a printed puffer. There are also some very street-forward pieces that feel very geared toward a style photo op, like an ebullient bomber jacket and coordinating double-pleated ripstop pant. Syms is seen in the campaign video matching in the orange colorway of balloon-like separates, that, yes, match the all-orange Cloudtilts.
It seems Loewe x On is focused on elevating their collaborative power to extend into the art arena, and we’re not mad about it.
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