From walking to running to strutting, our bodies were made to move. As part of their ongoing collaboration, LOEWE and On want to remind everyone to keep on moving with their new lifestyle shoe, Cloudtilt. The Cloudtilt is the latest creation from LOEWE x On following the Cloudventure and Cloudrock. Inspired by the beauty of movement, the Cloudtilt is the first shoe in On’s lifestyle collection to use CloudTec® Phase: a computer-generated midsole technology that offers cushioning with fewer components for a smooth, ultra-lightweight jaunt.
With Swiss engineering at its heart, the Cloudtilt brings together luxury and innovation — morphing and moulding to the wearer’s own movement and how they choose to move around their environment. The shoe includes six colorways with all white, all black, lime green, khaki green and forever blue in the men’s collection dropping October 12th and the women’s drop will feature all white, all black, lime green, purple rose, and all navy. Other colours for future drops include wild rose, beet red, and sand. Using a streamlined design that incorporates a knitted sock construction, the outer sole has been crafted with perfection by using EVA foam to ensure every step you make is a safe one. Better yet, LOEWE and On’s dedication to sustainability is woven through the shoe’s design — using 99% recycled polyester and 100% recycled industrial materials for packaging.
The campaign, which was deftly shot by Thibaut Greve, brings together the beauty of movement and innovation by pairing talent — from gymnast Yonghon Huh to BMX rider Cindy Does Reis — who live and breathe movement. Whether you’re a dancer or animal flow instructor, no one moves exactly the same way — and this campaign celebrates that.
The collection will launch on on.com and loewe.com as well as in selected On and LOEWE stores worldwide on October 12.
