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The luxury brand is launching a collection with the Swiss brand On, which includes two pairs of trainers, running trousers, an anorak, a personalised parka and thermo-regulating T-shirts. Welcome to Loewe’s sport luxury.
Loewe joins the fever of collaborations between luxury and sport. The luxury company, owned by the French conglomerate LVMH, has sealed an alliance with the Swiss company On, which specialises in the manufacture of trainers and sportswear and is driven by the tennis player Roger Federer.
Loewe will redesign two of the sports brand’s iconic trainers: Cloudventure and Cloudrock. In addition to these new silhouettes, the collaborative line also includes running trousers, an anorak, a customised parka and thermo-regulating T-shirts.
The new collection will be available on Loewe’s website on 9 March and in three physical shops: Loewe’s New Bond Street shop in London, on Calle Serrano in Madrid and in the company’s flagship store in Paris, located on Avenue Montaigne.
Loewe joins the trend of other luxury companies that have collaborated with sports brands to launch collections that blend two worlds that are in principle opposites. The last of these was Gucci, which presented its new line with adidas at the Milan Fashion Week show.