LOEWE and On Launch Collaborative Footwear and Apparel Collection with Artist-Led Campaign Film
LOEWE and On debut two new shoe models and an apparel line on October 18, 2026, with a campaign film directed by Rosie Marks.
LOEWE and On (昂跑) are releasing a joint footwear and apparel collection on October 18, 2026, combining outdoor sports functionality with fashion design. The collaboration introduces two new shoe models alongside a full apparel line.
The first shoe, the Cloudsolo Hiker, builds on the shared Cloudsolo design with hiking-oriented details including a cloud-like heel, textured outsole, signature marble-effect rubber, custom shoe hooks, dual-color round laces, and dual-brand metal hardware. The second model, the Cloudtilt Cosmic, reinterprets On's classic Cloudtilt silhouette with a rounded form and clean lines, featuring a new CloudTec® Phase midsole, engineered mesh, transparent layering, and Anagram embroidery.
The apparel line spans cropped jackets, puffer jackets, collapsible capes, pleated cargo pants, and French terry hooded sweatshirts. Select styles carry a multi-colored Swiss Alps print.
The campaign is built around an image film directed by photographer and director Rosie Marks, featuring three collaborators — visual artist Joan Jonas, artist-director Martine Syms, and composer Tarek Atoui — shot across studios, city streets, and natural environments as they go about their daily creative practices. Three lines from the subjects speak to their relationship with movement: "Being able to move freely, for me, is being able to play freely"; "Follow your heart. I am always discovering new things — that is how I move through the city"; and "I am not a dancer, but I move with the wind."
The collaboration follows a pattern of luxury houses pairing with performance sportswear brands to reach consumers who move between athletic and social contexts. Rather than anchoring the campaign to athletes or celebrity endorsers, LOEWE and On use working artists as their faces — a positioning choice that ties physical movement to creative practice and distinguishes the campaign from more conventional activewear marketing. The approach is comparable in structure to the UGG and JW Anderson collection fronted by musician Dev Hynes, where the creative identity of a collaborator, rather than athletic credentials, carries the campaign's tone.
