See the Assortment, Pricing, Marketing campaign

May 24, 2024

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After 4 profitable collabs, star-loved duo Loewe and On proceed their trendy successful streak with a brand new capsule assortment for the sunny season.

Priced from $65 to $2,150, the Loewe x On spring/summer time vary follows inventive director Jonathan Anderson’s first stint as a dressing up designer on Challengers, which noticed star Zendaya put on tennis-impressed seems by Loewe and On throughout the whirlwind press tour. The fifth Loewe x On assortment contains girls’s and males’s activewear, footwear and equipment, together with a brand new Cloudtilt 2.0 sneaker — just lately seen on Emily Ratajkowski — with upgraded supplies. The redesigned super-light operating shoe now boasts a layered higher of technical mesh and woven supplies, rubber toe guards and extra padding on the shoe collar and tongue, and is completed with a branded heel loop.

So far as attire, the clothes is designed to be worn in any climate: efficiency attire is created from a recycled technical jersey that’s light-weight and water-repellent, whereas outerwear is crafted from ripstop material and options reflective accents. Items embody exercise tanks, T-shirts, coaching and bicycle shorts, observe pants, outsized fleece hoodies and sweatshirts, insulated puffers and vests, and water- and windproof parkas and jackets. There are additionally equipment comparable to caps, neck gaiters, arm sleeves, briefs and socks to finish the look.

American runner Aaliyah Miller within the Loewe x On spring/summer time 2024 marketing campaign.

Loewe

The brand new assortment is available in vibrant shades comparable to orange, pink, blue and neon yellow alongside neutrals comparable to white, grey, black and a brand new “Storm” blue tie-dye print. After all, each piece is emblazoned with the 2 manufacturers’ joint emblem, a mix of the Spanish luxurious home’s anagram and the activewear model’s minimalist motif.

Loewe and the Swiss efficiency model tapped a staff of celebrity athletes from around the globe to showcase the gathering throughout the California desert landscapes of Indian Canyon, Simi Valley and Palm Springs. Shot by photographer Ryan McGinley on movie and Polaroid, the marketing campaign stars No. 1 tennis participant Ben Shelton and runner Aaliyah Miller, each hailing from the U.S.; Japanese Olympic runner Masato Yokata; German sprinter, bobsleigh pusher and 2024 Olympics hopeful Alexandra Burghardt; Spanish runner Mario Garcia Romo and Ethiopian-Italian runner Sintayehu Vissa. Director duo Rubberband additionally

Store the Look

Loewe x On Collab

The gathering comes after Loewe dressed a slew of stars on the Met Gala, together with Ariana Grande, Ayo Edebiri, Greta Lee, Challengers director Luka Guadagnino and stars Josh O’Connor and Mike Faist, Vogue editor Anna Wintour, Jamie Dornan, Jonathan Bailey, Ambika Mod and Dan Levey. (Anderson was among the many modern fundraiser’s honorary chairs.)

The collab is now out there on-line and in shops and at choose designer retailers, and at choose pop-ups around the globe. See extra from the gathering beneath, and store the total vary at Loewe.com and On.com.