Image credit: Hypebeast (2025). LOEWE and On Unveil New Collaborative Cloudsolo and Apparel Collection.
LOEWE x On: The Collaboration That Changes What Luxury Performance Is
In October 2025, LOEWE, a Spanish luxury brand known for its craftsmanship and artistic innovation, teamed up with On, a Swiss sportswear brand known for its high-tech comfort and precise engineering. Their newest line, the Cloudsolo, is part of a partnership that has become famous for blurring the lines between style and function, luxury and performance.
What started as an unexpected partnership between a minimalist running brand and an artisanal has turned into a masterclass in how to use brand synergy to your advantage. It perfectly shows modern marketing has changed: working together is no longer just a fun way to be creative; it’s a keyway to grow. Brand collaborations are not just a trend; they are the new strategic language of fashion marketing, empowering brands to connect with diverse audiences and tell compelling stories.
Fashion houses can no longer rely only on their history, exclusivity, and long speeches about luxury. In today’s highly connected digital world, working together is a way to tell stories that build community, relevance, and virality on both traditional and social media.
Brand partnerships can do things that solo campaigns can’t:
- Mixing different audiences and styles from different cultures
- Wider reach: reaching out to the loyal customers of both brands.
- Narrative depth: giving legacy new meanings.
- Product innovation: combining skill with technology or a subculture.
Collaboration is the new way to communicate; it’s a strategic language that speaks to people of all ages, from Gen Z’s curiosity to millennials’ nostalgia.
Why Brand Partnerships Are Successful
1.) More Than Just Logos, we Have the Same Values: The success of LOEWE x On‘s partnership lies in its authenticity. Both brands share a deep commitment to quality, innovation, and the environment. This genuine synergy enhances the brands’ credibility, appealing to customers who value consistency of purpose over mere aesthetics.
2.) Storytelling with Feelings: Brand partnerships offer a unique opportunity to craft narratives that resonate with people. LOEWE’s art and touchable design, combined with On’s comfort and performance, create a captivating story of urban life meeting nature and performance meeting expression.
3.) Making Cultural Progress: The best partnerships don’t just make things; they make memories. The launch of LOEWE x On’s collection doesn’t just sell sneakers; it gets people talking about it in fashion media, with influencers, and in online communities, keeping the brand relevant by being visible in culture.
What to Do When Working with Other Brands
1.) Align with Purpose and DNA: A partnership should make a brand’s identity stronger, not weaker. LOEWE and on work together because they both care about new materials and keeping the design accurate to itself. The fit feels natural.
2.) Use Multiple Platforms to Tell Your Story: Modern collaborations work best when stories are told through different channels, like short films, social media teasers, experiential pop-ups, and influencer activations. The digital dimension turns small collections into full-fledged campaigns.
3.) Get Both the Creative and Business Teams Involved: A smooth working relationship between creative directors, marketing strategists, and business developers is what makes every successful partnership work. This makes sure that beautiful things go hand in hand with business success.
4.) Make Limited Editions Strategically: Being exclusive makes people want things. But in the age of drop culture, you have to be very careful about timing and scarcity. A well-timed release keeps the hype going and builds long-term brand equity.
Things You Shouldn’t Do When Working with Brands
1.) Don’t Work Together for No Reason: Consumers don’t understand forced partnerships. When the DNA clash is too obvious, like when a luxury brand works with a tech gadget brand that has nothing to do with it, it can seem opportunistic and hurt credibility.
2.) Don’t Overdo It: Working together all the time can make things less unique. If there is a new crossover every other month, people start to doubt how real it is. It is essential to keep editorial control and only work with others when there is a real creative or strategic reason to do so.
3.) Don’t Forget About Audience Overlap: Brands need to know how their audiences are connected. A high-performance sports brand might turn off its core audience if it works with a fashion partner that is too focused on luxury aesthetics, or the other way around, unless it can find a way to connect its stories.
4.) Don’t Forget About the Afterlife: Launch Day isn’t the end of a successful collaboration. After a product is released, brands need to keep people interested by telling stories, sharing user-generated content, making behind-the-scenes videos, or even making stories about how they sustainably use leftover materials.
The Future of Working Together: From Hype to Heritage
LOEWE x On is an example of a new way to work together that puts substance, sustainability, and storytelling first. In the future, fashion marketing partnerships will depend less on shock value and more on strategic symbiosis, which means making value ecosystems (interconnected systems of value creation and exchange) instead of one-time capsules.
As fashion moves toward phygital (a combination of physical and digital) experiences, collaborations may soon include metaverse retail, AI-powered co-design, or even co-branded data ecosystems that make each customer’s experience unique.
The main point for brands and marketers is easy to understand:
Work together for a reason, do things right, and be honest when you talk to each other.
We look at how brand partnerships like LOEWE x On affect the future of marketing strategy, retail psychology, and how people see brands at Raffles Fashion Marketing and Management. Students learn how to figure out the value of a partnership, how to measure the success of a campaign, and how to plan collaborations that balance creative storytelling with strategic goals.
If you’re passionate about understanding the business behind fashion and how collaborations define modern luxury, explore the Fashion Marketing and Management Program at Raffles, where creativity meet strategy.
Arman POUREISA
Marketing Manager
References
Hypebeast. (2025, October 15). LOEWE and On Unveil New Collaborative Cloudsolo and Apparel Collection. Retrieved from https://hypebeast.com/2025/10/loewe-on-collection-cloudsolo-cloudtilt-clothing-release-info
Kapferer, J. N., & Bastien, V. (2023). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (3rd ed.). Kogan Page.
Okonkwo, U. (2022). Luxury Fashion Branding: Trends, Tactics, Techniques. Palgrave Macmillan.
Kim, A. J., & Ko, E. (2023). The Role of Brand Collaboration in Consumer Engagement: Insights from Luxury-Fashion Co-Branding.Journal of Business Research, 160, 113782.
Lee, S. & Workman, J. (2024). Fashion Collaboration and Consumer Perception: The Balance Between Exclusivity and Accessibility. Fashion and Textiles Journal, 11(2), 45–67.
