Loewe and the Swiss Sports brand on continue their cooperation in the spring/summer season 2025 (FS25) and expand their ready-to-wear collection with the Cloudventure Loewe 2-a reinterpretation of the original Loewe × on designs with new materials and flowing silhouettes.
Originally designed for the outdoor area, the Cloudventure Loewe 2 now also finds its place in an urban area. The revised design is characterized by a new upper material made of semi-permeable mesh, which is laid over a large-scale loew-anagram-this creates an exciting game of texture and depth. The shoe combines the Cloudtec® technology from ON with the Helion ™ super foam and offers all-day comfort at performance level. The outsole from Missiongrip ™ rubber presents itself with a striking marble effect and well thought-out protective elements.
The Cloudventure Loewe 2 is available in different color variants – including neutral basic tones and more striking combinations such as bright grass green and blue/red/white. The latest drop that will be released on May 14 also brings two new colors for the Cloudtilt: Electric Blue and Pale Pink. There are also proven carryover colors such as all black, all white and dark sand.
The associated ready-to-wear and accessories capsule collection includes technical clothing and expressive outerwear that support an active lifestyle. It is based on a color palette of earthy neutral tones and energetic accent colors. The collection consists of functional substances that combine breathability, comfort and lightness, and at the same time value protection and performance. The highlights include the ripstop shell Ultra Jacket and the structured Tech-Jersey Active T-shirt, supplemented by a selection of shorts, caps and socks as well as performance bras and leggings for women.
Movement is expression
The accompanying campaign-photographed by George Eyres-stages the Nunchaku artist Mana Kimura-Anderson, the rock climber Matthew Bell, the dancer Marie-Louise Hertog and the tricker Daisuke Takahashi. It celebrates the art of movement in a poetic connection between sport and aesthetics. The dynamics unfold in terms of still images and films before the impressive natural backdrop of Les Costes Males north of Barcelona.
Movement is action – but also performance, narrative, triumph of use and expressive creativity. The main film of the campaign, creates by Sam Davis, compresses all the work behind these moments: training and exhaustion, the will to fail and try again. Here effort and success are recognized equally.
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