Loewe and On’s latest Spring/Summer 2025 collaboration introduces a new iteration of their Cloudventure shoe and a ready-to-wear line designed to blend high-performance sportswear with luxury aesthetics. While the collection offers a familiar mix of technical innovation and refined design, it also raises questions about how far the two brands are willing to push the envelope when it comes to merging functionality with high fashion.
Cloudventure Loewe 2: Balancing Performance and Style
The standout piece in the collection is the Cloudventure Loewe 2 running shoe. Building on the duo’s first footwear collaboration, this design incorporates On’s signature Cloudtec® technology with Helion™ super foam for comfort and Missiongrip™ rubber for traction. The result is a shoe that performs well on various terrains, but when it comes to style, it feels more like an evolution than a revolution. The semi-translucent mesh and textured Loewe Anagram add some visual interest, but the overall design doesn’t feel as innovative or bold as one might expect from a collaboration between these two brands.
While the shoe delivers in terms of functionality, it struggles to fully capture the excitement that many anticipated from this luxury-sport partnership. It’s a solid performance shoe, but it doesn’t quite push the boundaries of footwear design in a way that stands out in a crowded market.
Ready-to-Wear: A Solid but Safe Offering
The ready-to-wear pieces, which include technical outerwear like ripstop shell jackets and active jersey T-shirts, continue the outdoorsy, performance-driven theme. The items look polished and functional, but they don’t introduce much newness to the conversation. While the campaign imagery, set in the rugged terrain of Les Costes Males near Barcelona, conveys a sense of adventure, the clothing itself doesn’t take many risks in terms of design.
The functional outerwear and sportswear pieces are well-made but don’t seem to push the envelope in terms of either style or technical innovation. It’s a solid collection, but it lacks the spark that could set it apart from other outdoor-focused apparel.
The Campaign: Setting the Scene
The campaign, shot by George Eyres, presents an intriguing mix of athletes and performers, from rock climbers to dancers, against the stunning backdrop of Barcelona’s natural landscape. While the campaign successfully captures the spirit of adventure that the collection aims to evoke, it sometimes feels like the clothing and shoes themselves don’t quite live up to the energetic imagery. The dynamic cast contrasts with the more understated nature of the actual products, leaving a sense of disconnect between the collection’s promise and its delivery.
What Works: Quality and Craftsmanship
Despite some of the design elements feeling safe, it’s important to recognize the craftsmanship that Loewe brings to the table. The use of high-quality materials is evident in the Cloudventure Loewe 2, and there’s an elegance in the way the brand integrates its signature Anagram motif into the shoe’s design. While the collaboration may not push boundaries in a groundbreaking way, the attention to detail and thoughtful design is still apparent.
Final Thoughts: A Solid, but Familiar Collection
At its core, the Loewe x On collaboration is a well-executed blend of performance and luxury. The Cloudventure Loewe 2 offers a comfortable, functional shoe, while the ready-to-wear collection delivers solid, technical outerwear and sportswear pieces. However, despite the quality and thoughtfulness behind the design, the collection doesn’t feel as daring or innovative as one might hope. It’s a safe, polished effort, but it doesn’t take many risks in terms of style or functionality.
While this collection may not be a game-changer, it shows that both brands are committed to producing high-quality, functional gear with a touch of luxury. The question remains: Will their next collaboration take bolder steps, or will it continue to play it safe?