LOEWE has announced a new collaboration with shoe brand On, called the Cloudtilt.
On is renowned for creating meticulous designs with Swiss engineering and technology.
The shoe’s all-new silhouette features sequentially collapsing Clouds that adapt to the wearer’s movement for seamless weight transfer from heel to toe.
The Cloudtilt is the first shoe in On’s lifestyle range to incorporate CloudTec® Phase: a computer-generated midsole technology that offers cushioning with fewer components for a smooth, ultra-lightweight ride. Fine-tuned using Finite Element Analysis software that simulates walking stress on the legs and feet, the Cloudtilt is precision-crafted to provide superior cushioning for long days on your feet.
Featuring a knitted sock construction, speed laces and LOEWE × On collaborative branding, the Cloudtilt is a streamlined design. With an outer sole crafted from EVA foam to provide a soft landing and minimise the use of rubber (which only features in targeted contact spots) and an engineered mesh upper made from 99% recycled polyester, the Cloudtilt marks the latest chapter in LOEWE × On’s commitment to performance and sustainability. All packaging is made from 100% recycled industrial materials.
The UAE’s first female motor racing driver, Amna Al Qubaisi features in the new campaign Amna was the first Emirati woman to win a Formula 4 UAE Trophy Race at the Abu Dhabi Grand Prix in 2019 and the first to compete in a Formula E test in Saudi Arabia in 2018.
Other sports people in the campaign include gymnast Yonghon Huh, dancers Roy Kaneza and Hortense de Gromard, BMX rider Cindy Dos Reis, animal flow instructor Stefan Crainic, and Liu Hong, the world champion and Olympic gold medalist race walker. Expressing the rich, multi-faceted nature of human movement, they leap, twist, stride and stretch.
In the Middle East, the collection will be exclusively available at the LOEWE x On the pop-up
at Mall of the Emirates until the 27th of October. The space 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.