Loewe x On

Oct 2023

The Loewe x On Fall 2023 campaign is a masterclass in editorial minimalism, seamlessly bridging the gap between high-fashion luxury and performance sportswear. Under the creative direction of Jonathan Anderson, the collaboration leans into a hyper-focused visual language that prioritizes dynamic movement and architectural precision. Photographer Thibaut Grevet captures a diverse ensemble of talent, including Yonghon Huh, Roy Kaneza, and Amna Al Qubaisi, in a series of striking poses that range from gravity-defying leaps to contemplative, sculptural stillness. The aesthetic relies on the calculated tension between high-contrast studio strobe lighting and softer natural light, emphasizing the technical construction of the vibrant lime and olive-toned performance sneakers. Set designer Ibby Njoya crafts a stark, neutral environment that allows the footwear and Loewe’s signature branding to occupy center stage, while grooming by Karim Belghiran and Erin Green keeps the focus sharp and polished. Whether through the live-action technique of a hydration-focused urban sequence or the clean, graphic framing of a studio silhouette, the campaign communicates a refined synergy. By stripping away excess, the imagery highlights the meticulous interplay of textured denim, structured apparel, and the technicalSOLE design inherent to this cross-industry partnership, delivering a sophisticated narrative that celebrates both athletic agility and contemporary fashion sensibility.

Editorial, Commercial, Commercial

Studio strobe

Sportswear, Fashion