Ryan McGinley captures the LOEWE × On collection in Tenerife - movement studies between art, street and athleticism

Ryan McGinley infuses movement and energy into the new LOEWE × On Fall/Winter 2025 campaign, shot on Tenerife. The result is a striking visual statement about body, rhythm, and urban freedom.

Photographed by the acclaimed American artist Ryan McGinley, the campaign features the dance company MazelFreten, directed by Bleunuit with Ash Rucker as Movement Director. Filmed at the Faculty of Fine Arts at the University of La Laguna, the campaign merges art and athleticism in bold, expressive imagery that celebrates movement across urban spaces. MazelFreten’s choreography captures the essence of being alive – a dialogue between struggle and success, expression and community, dissolving the boundaries between stage and street.

“Movement is woven within the beauty of the unpredictable. So proud to finally share the result of this incredible team effort,” says Art Director Ruben Faccini on Instagram.

At the center of the campaign is the limited-edition Cloudsolo, the first sneaker co-designed by LOEWE and On. Where Spanish craft meets Swiss engineering, a completely new design is born – a sneaker that unites comfort, function, and style. Alongside the Cloudsolo, the Cloudtilt returns in new denim-inspired tones – casual, technical, and ready for city life. Complementing the footwear, the ready-to-wear collection features fluid silhouettes, technical fabrics, and functional cuts made for everyday performance. The LOEWE × On collaboration is now available globally in stores and online.

On was founded in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that continues to guide the brand today. Present in more than 80 countries, On connects with a global digital community via on.com.

Founded in Spain in 1846, LOEWE is one of the world’s major luxury houses, with over 179 years of history. Its latest chapter redefines the brand as a house rooted in craft and culture – characterized by an intellectual yet playful approach to fashion, a vibrant take on the Spanish lifestyle, and unmatched leather expertise.