LOEWE has once again joined forces with Swiss sports brand On to launch a new version of the Cloudventure 2.0 sneakers for the upcoming Fall/Winter 2025 collection. Unlike the previous generation, which focused on exploring outdoor terrains, this new version emphasizes practical needs for urban daily commutes. The sneaker's design showcases a thoughtful aesthetic, featuring an overlapping semi-transparent mesh with an oversized LOEWE Anagram pattern that creates a rich sense of depth and sculptural effect, displaying a clever blend of fashion and technology.
The newly launched The Cloudventure 2.0 sneakers are renowned for their comfort and performance, featuring Cloudtec cushioning technology and Helion super foam, which provide excellent support for long walks or training sessions. The sole is made from marble-effect Missiongrip rubber, enhancing traction while adding a visual highlight. This design tackles various terrain conditions, achieving a perfect balance of stability and aesthetic appeal.
This shoe collection has introduced new colorways that extend from warm natural tones to vibrant shades like grassy green, and energetic combinations of blue, red, and white. Additionally, Cloudtilt welcomes new colors, including electric blue and soft pink, while continuing its classic offerings in all-black, pure white, and deep sand shades, providing more curated options for fans of minimalist design.
The FW25 collection goes beyond just footwear, incorporating a diverse range of clothing and accessories tailored for urban living and everyday activities. The apparel is crafted from high-performance fabrics that are breathable, comfortable, and lightweight, featuring technical knitted materials combined with a fitted silhouette, ensuring the designs are both practical and stylish.
The series features standout pieces including the Ultra Jacket, crafted from durable ripstop fabric, and the Active T-shirt which incorporates technical knit elements. Additionally, there are shorts, socks, hats, and sports bras and leggings designed specifically for women. The entire collection harmoniously blends neutral tones with bold color accents, offering practicality while showcasing a strong design aesthetic.
This collection is designed to support an active lifestyle, emphasizing a balance between fashion and functionality. From the cuts to the fabric choices, every detail reflects the care and thoughtfulness of the design team.
LOEWE also invited photographer George Eyres to lens their latest promotional campaign, set against the stunning mountainous backdrop of Les Costes Males, located just north of Barcelona. The entire visual narrative dynamically showcases the characters, accentuating the artistic qualities of their performances.
The lineup features nunchaku artist Mana Kimura-Anderson, climbing expert Matthew Bell, dancer Marie-Louise Hertog, and stunt performer Daisuke Takahashi. Directed by Sam Davis, the event captures still images and short films that showcase the connection between hard work and success, conveying the beauty of precision and form.
The performance interprets the concept of sports as a craft through dance, movement, and acrobatics, emphasizing focus and perseverance. The camera captures not just exhaustion, but also the performer’s dedication and relentless pursuit of excellence.
The LOEWE and On FW25 collection will debut at CASA LOEWE in Madrid, with both online and physical stores launching simultaneously. This collaboration seamlessly fuses the technical expertise and design languages of both brands, offering a fresh take on fashion and performance, resulting in truly unique pieces.
