Fashion increasingly moves beyond aesthetics alone. Clothing and accessories continue carrying visual importance, though recent conversations inside luxury increasingly focus on function, movement, and technology. Consumers also appear increasingly open to innovation: according to a global McKinsey consumer survey, more than 70% of younger luxury consumers say they are interested in products combining design with performance and new technology. Fashion still values beauty, but beauty today increasingly arrives alongside utility. And when performance footwear begins entering the language of luxury houses, where exactly do fashion and engineering meet?
That conversation continues through the latest collaboration between LOEWE and On. Built around a shared interest in movement, material innovation, and contemporary design, the partnership introduces the new LightSpray Cloudmonster — a silhouette that approaches performance footwear through an entirely different perspective. The project combines On’s engineering research with LOEWE’s attention to proportion, color, and visual identity. The result feels less like traditional sportswear and closer to an object designed for a new category altogether.
At the center of the release sits On’s LightSpray™ upper technology, one of the most technically ambitious aspects of the design itself. Instead of relying on traditional shoe construction methods involving multiple layers and structural reinforcements, LightSpray™ introduces a precision manufacturing process where a seamless filament upper is sprayed in a single step. The process takes approximately three minutes and creates an ultra-light structure designed to move naturally alongside the foot.
That shift changes more than production alone. Traditional athletic footwear often relies on complexity hidden beneath visible layers. Here, reduction becomes the focus. Fewer elements create greater fluidity. Structure becomes lighter. The design appears almost simplified to its essential form. The LightSpray Cloudmonster combines this seamless upper with On’s Cloudmonster Hyper midsole and Helion™ HF cushioning technology, developed to maximize comfort and energy return. Function remains central, though the visual direction continues carrying unmistakable LOEWE characteristics. Introduced entirely in white with silver LOEWE and On branding, the silhouette maintains a clean and architectural appearance.
One of the most interesting details arrives through an element often treated as secondary: socks. Each pair includes three specially designed LightSpray socks in Fluo Yellow, Fluo Green, and Teal. Rather than functioning as accessories added afterward, the socks form part of the design itself. Different color pairings immediately transform the visual identity of the shoe and create subtle shifts in mood and appearance.
Alongside the LightSpray Cloudmonster, the collaboration continues expanding through updated and new interpretations of familiar silhouettes. The Cloudsolo returns — the first shoe originally co-designed by both houses — now introduced through fresh bicolour combinations and exclusive shades including Teal, Sand, and Burgundy. Meanwhile, the Cloudtilt Hi enters as an entirely new addition, introducing a high-top shape available through tricolour variations alongside LOEWE-exclusive tones including Taupe and Teal.
The campaign surrounding the collection continues exploring the same ideas through movement and visual experimentation. Directed by artistic duo Blackwall, the film places On’s LightSpray™ production process beside LOEWE’s design language, using saturated color and sculptural imagery to examine movement from different perspectives.
