LOEWE and On Find Creative Common Ground

An artist’s studio is a sanctuary, but inspiration is rarely a homebody. More often, the spark for a career-defining piece is found somewhere along a muddy forest path, a slick grid of city asphalt, or a restless harbor echoing with unfamiliar sounds. For Fall/Winter 2026, LOEWE and On have channeled this perpetual motion into a collection that treats movement not just as exercise, but as the very oxygen of the creative intellect.

Lensed and directed by the eagle-eyed Rosie Marks, the campaign tracks three titans of contemporary art—Joan Jonas, Martine Syms, and Tarek Atoui—as they navigate the specific landscapes that feed their work. Jonas, a towering pioneer of video and performance art, has spent decades interrogating the friction between the human body and the natural elements. Her relationship with the outdoors remains thrillingly visceral: “Whenever the wind starts blowing, I put on a costume and I go outside,” she notes. “I’m not a dancer, but I move.” 

Where Jonas meets the wilderness, Syms tackles the pavement. Her multi-hyphenate practice across film, performance, and installation treats the modern metropolis as a living archive of human gesture and overlooked choreography. Meanwhile, artist and composer Tarek Atoui finds his sonic breakthroughs in the simple act of a flâneur’s stroll. “The ability to move freely is, for me, the ability to play freely,” Atoui observes, bridging the gap between physical stride and avant-garde composition.

That sensibility carries into the clothes and shoes. The Cloudsolo Hiker borrows from outdoor footwear, pairing a sculpted cloud heel with a lugged outsole and marbled rubber; custom hooks and a co-branded metallic buckle finish the upper. 

The Cloudtilt Cosmic sharpens the original Cloudtilt with a visible arch, larger cushioning cavities, engineered mesh, and transparent layers. Across the ready-to-wear, parkas, puffers, ripstop jackets, cargo trousersTrousersThe formal term for pants worn from the waist to the ankle, found in tailored, pleated, wide-leg, and cropped styles. The trouser's cut and drape shape the entire outfit, andGo to Trousers Glossary, and mesh-panelled separates bring functional outdoor codes into LOEWE’s treatment of form and color.

The partnership between Spanish craft and Swiss engineering has developed since its 2022 launch, moving between performance footwear and pieces designed for everyday wear. This latest chapter makes the connection to creative practice more explicit. The shoes suit trail and city, while the campaign makes a case for keeping both on the route.

The LOEWE x On Fall/Winter 2026 collection is available at select LOEWE and On stores and online. In the Philippines, LOEWE is available through Stores Specialists, Inc., including Greenbelt 3 and Shangri-La Plaza.