Loewe and On Made Performance Wear For Performance Artists
Loewe x On just dropped a new collection featuring two new footwear models among a suite of artist-informed ready-to-wear. The campaign imagery, featuring fine artists like sound sculpturist Tarek Atoui, multimedia wunderkind Martine Syms, and legendary performer and video artist Joan Jonas, adds a lot of much-needed substance to the increasingly popular concept of “ready-to-wear designed to facilitate artistic expression” by…actually tapping artists to self-represent. Now four-years-and-some-change into the Loewe x On partnership, this drop feels like the next step in the partnership’s evolution, from concept into practice. That’s why it makes the most sense to style actual artists and then place them in the wild, or in the case of the campaign video, in various states of their practice. The clip of Jonas tracing rocks with pastilles is my version of fashion cinema. The pieces are as practical as the practitioners animating them, designed to go either performance-wear-as-streetwear or streetwear-as-performance-wear depending on your lifestyle. Gear-wise, the two new shoes stand out as the newest piece of On technology given the Loewe treatment—the Cloudtilt Cosmic …









