Loewe x On’s campaign shows how movement becomes a source of creativity and discovery. Three artists illustrate the connection between environment and art.
A walk can sometimes feel like it has magical powers: when your head is too full and your thoughts too loud, walking through the woods calms you down and helps you sort the mental clutter. But when your mind is blank and you feel uninspired, a quick loop through the city can suddenly bring back thousands of ideas. Even for small outings, you need the right footwear—Loewe and On are launching a joint collection, and spoke with three artists about inspiration and our connection to nature.
Touch Grass
The campaign follows artists Joan Jonas, Martine Syms and Tarek Atoui as they move through different environments in the new shoes, the Cloud Solo Hiker and the Cloud Tilt Cosmic. In a voiceover, the artists talk about curiosity, personal techniques, and how physical forms of expression are shaped through movement—and how movement, in turn, influences work in the studio. The footage shows the creatives between studio and surroundings, making visible how landscape co-shapes art.
Walking on a dream: Cloud Solo Hiker and Cloud Tilt Cosmic
The Cloud Solo Hiker reinterprets classic hiking-boot elements, combining the signature Cloud heel with a lugged outsole made from specially marbled rubber for optimal grip. The Cloud Tilt Cosmic gives the original Cloud Tilt a sleeker profile. The new CloudTec Phase sole construction relies on a visible arch and larger cavities for optimal cushioning, while technical mesh, transparent layers and an Anagram embroidery define the upper.
You can find Loewe and On’s new collection here.
Photos: © On
With these shoes, you’ll make it all the way across Zurich—and sample your way through the top 10 matcha spots while you’re at it.
