Loewe x On Pop-Up Opens at Hyundai Department Store Trade Center, Featuring Aespa's Giselle

Loewe (LOEWE) is opening a Loewe x On pop-up store at Hyundai Department Store Trade Center from June 1st to June 12th. This pop-up store will showcase men's and women's functional activewear, statement outerwear, and signature shoe collections, all part of a collaboration with Swiss performance brand On.

Aligned with the collection's theme, the pop-up store embodies the rugged beauty of the Californian landscape. The hazy acrylic façade evokes the desolate beauty of the desert, contrasting with the gleam of stainless steel and mirrors. Bright blue felt details captivate both the eye and touch, adding vibrancy to the space.

The display, centered around a custom-made Loewe hiker's bench, depicts rock strata and topography using three felt colors.

Within this space, where the hues of sky, water, and sand blend seamlessly, one can experience the practicality and natural elegance that emanate from the earth.

The latest Loewe x On collection, a fusion of Spanish luxury design and Swiss engineering, draws inspiration from the vast deserts, mountains, and oases of Southern California.

The collection showcases looks perfect for navigating both nature and the urban landscape, from subtle tie-dye 'Storm' pattern parkas, padded jackets, and vests to dynamic sportswear crafted from recycled functional jersey fabric.

The signature Cloudtilt sneakers return in refreshing colors, while the newly launched Cloudtilt 2.0 features a multi-layered upper combining performance mesh and woven textiles, a rubber toe guard, and a sleek logo loop at the heel.

A new collaborative Loewe x On logo is also unveiled, incorporating the two 'L's from Loewe's name nestled between On's distinctive lettering.

Meanwhile, brand ambassador Giselle of aespa attended the pop-up store and showcased two distinct styling options.

Giselle sported a relaxed and active daily activewear look featuring a pink sweatshirt and biker shorts paired with black Cloudtilt sneakers. Her second look consisted of a blue tank top and jersey pants, presenting a dynamic performance aesthetic.

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