Design

Loewe × On Spring Summer 2025: Where Design Meets Performance

Fusing technical expertise with poetic movement, this collaboration reshapes the activewear narrative

Por: Rubén Carrillo
Originally conceived for the outdoors, the new Cloudventure Loewe 2 finds harmony in urban landscapes without compromising on performance or design. / Photo Loewe x ON
Originally conceived for the outdoors, the new Cloudventure Loewe 2 finds harmony in urban landscapes without compromising on performance or design. / Photo Loewe x ON

Loewe × On returns for Spring/Summer 2025 with an evolved collection of apparel, footwear, and accessories. 

 

Originally conceived for the outdoors, the new Cloudventure Loewe 2 finds harmony in urban landscapes without compromising on performance or design.

 

The reimagined sneaker, launched on May 14, features a fresh upper made of semi-translucent mesh layered with the iconic Loewe Anagram. 

 

This artistic composition of textures creates subtle depth and visual intrigue that elevates the shoe’s identity in any setting.

 

Performance Meets Aesthetic: Cloudventure Loewe 2

More than just visually striking, the Cloudventure Loewe 2 delivers serious comfort. 

 

Using On’s CloudTec® technology and Helion™ super foam, each step offers high-impact support and responsive cushioning, designed for long-term wear.

 

Its Missiongrip™ outsole, with a marble-effect finish, brings functionality and beauty together. This version is not just a performance shoe.

 

Colorways range from understated neutrals to expressive tones like vibrant grass green and a vivid red/white/blue mix.

Using On’s CloudTec® technology and Helion™ super foam, each step offers high-impact support and responsive cushioning, designed for long-term wear. / Photo Loewe x On
Using On’s CloudTec® technology and Helion™ super foam, each step offers high-impact support and responsive cushioning, designed for long-term wear. / Photo Loewe x On

Cloudtilt Updates and Capsule Collection Highlights

The drop also includes new color options for the Cloudtilt: pale pink and electric blue join the existing lineup of all-black, all-white, and dark sand tones.

 

Complementing the footwear is an expanded ready-to-wear and accessories capsule that merges style with utility.

 

The palette blends earthy neutrals with dynamic accents, engineered for versatility.

 

Fabrics prioritize breathability, fluidity, and protection—ideal for active environments.

Celebrating Movement: A Visual Campaign

The Loewe × On campaign, shot by George Eyres, brings together elite movement artists to showcase the spirit of the collection. 

 

Among them: nunchuck artist Mana Kimura-Anderson, dancer Marie-Louise Hertog, climber Matthew Bell, and tricker Daisuke Takahashi.

 

Set against the raw beauty of Les Costes Males near Barcelona, the campaign offers a poetic portrayal of motion. It isn’t just about fitness.

 

In a short film by Sam Davis, the process behind performance is honored. It reflects not just success, but struggle.

The Loewe × On campaign, shot by George Eyres, brings together elite movement artists to showcase the spirit of the collection. / Photo Loewe x On
The Loewe × On campaign, shot by George Eyres, brings together elite movement artists to showcase the spirit of the collection. / Photo Loewe x On

Launch Dates and Availability

The Loewe × On SS25 collection dropped May 14 online and at Casa Loewe Madrid, with global in-store availability from May 15. 

 

The collaboration brings innovation into daily wear, proving again that utility and elegance can coexist.

 

Loewe × On challenges the boundaries of modern activewear by placing creativity at the center of function.

 

From mountain trails to city streets, the line captures movement not just as activity, but as performance, emotion, and identity.

The collaboration brings innovation into daily wear, proving again that utility and elegance can coexist. / Photo Loewe x On
The collaboration brings innovation into daily wear, proving again that utility and elegance can coexist. / Photo Loewe x On

FAQ – Quick Answers

  • When does the Loewe × On SS25 collection launch? May 14 online and at Casa Loewe Madrid, and May 15 in global stores.
  • What’s unique about the Cloudventure Loewe 2? It features CloudTec® cushioning, Helion™ foam, and a translucent mesh upper layered over a Loewe Anagram.
  • Which new Cloudtilt colors are launching? Electric blue and pale pink.
  • What inspired the campaign visuals? A celebration of expressive movement, shot in Les Costes Males with artists from various disciplines.

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