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Loewe collaborates with On to unveil its latest collection

Loewe has announced a new collaboration with On, a lifestyle footwear brand.

It unveils its latest collection called ‘Cloudtilt’ featuring new shoes design’s made with Swiss engineering.

The campaign represents comfort cushioning shoes that adapt to the wearer’s movement for smooth weight transfer from heel to toe.

Cloudtilt is the brands first shoe in its lifestyle range to incorporate CloudTec Phase: a computer-generated midsole technology that offers cushioning with fewer components for a smooth and ultra-lightweight ride.

This marks the latest chapter in LOEWE x On’s commitment to performance and sustainability. All packaging is made from 100 per cent recycled industrial materials.

The campaign shot by Thibaut Grevet, celebrates the craft of movement and the collaboration’s tech-led approach.

Films and stills presents the UAE’s first female motor racing driver, Amna Al Qubaisi, racing in the F1 Academy for MP Motorsport.

Other talent includes gymnast Yonghon Huh, dancers Roy Kaneza and Hortense de Gromard, BMX rider Cindy Dos Reis, animal flow instructor Stefan Crainic, and Liu Hong, global champion and Olympic gold medalist race walker.

To express the multi-faceted nature of human movement, the talents leap, twist, stride and stretch in the campaign.

In the Middle East, the collection will be exclusively available at the LOEWE x On pop-up at Mall of the Emirates from October 12 to 27.

It will feature an interactive kinetic floor experience, where led screens respond to visitors movements and create artistic ripples, trails, and patterns that surround them in real-time.


Director: Thibaut Grevet
Creative direction: Jonathan Anderson
Movement director: Ryan Chappell
Original Music & Sound Design: Pierre Rousseau
Casting People File
Production Division Global
Hair: Karim Belghiran
Make up: Erin Green
Set design: Ibby Njoya