Loewe and On Running, a new capsule and a revamped logo

The luxury and expertise of Loewe and the innovation that characterises the Swiss company On Running are once again presenting together a capsule collection that includes footwear, but also technical clothing and outerwear for men and women.

This is the fifth instalment of this collaboration between high-end fashion and sport, which has been “conceived as a complete wardrobe, designed to explore natural landscapes and urban environments,” explained the Spanish firm in a press release.

To mark the occasion, the two brands unveiled a new logo for their joint line, “Loewe x On”, in which the letters L from the Spanish company’s anagram appear between the letters On.

The collection features the use of technical fabrics, dyed in natural tones in a kind of “colour blocking”, and outerwear for a range of weather conditions, including waterproof parkas, down jackets and waistcoats.

Technical tops, tank tops, sweatshirts, sports shorts, cycling shorts, leggings, socks and caps, as well as other accessories, round off the collection, which is available from May 21 for pre-order in the Loewe online shop for registered customers and from May 23 officially. In addition, pop-up stores will open around the world to mark the launch of the collection.

“To capture the collection in motion, Loewe and On travelled to the wild Californian landscapes of Indian Canyon, Palm Springs and Simi Valley,” the brands explain. There, photographer Ryan McGinley captured elite athletes from around the world in action, in images shot on analogue and Polaroid film.

Athletes featured in the campaign include Japanese runner Masato Yokata, Olympian Alexandra Burghardt and middle-distance runners Aaliyah Miller, Mario García Romo and Sintayehu Vissa from the USA, Spain and Italy respectively. The ad launch is accompanied by a series of short videos directed by the New York film duo Rubberband.