Performance art pioneer Joan Jonas joins Martine Syms and Tarek Atoui in Loewe x On FW26, revealing how experience, curiosity and experimentation continue to inspire artistic expression.
The body can be a canvas, an instrument or a way of understanding the world. For Joan Jonas, the 90-year-old American artist who helped pioneer video and performance art in the 1960s, movement has been a creative language for decades. She now joins Martine Syms and Tarek Atoui in the latest collaboration between Loewe and On.
Directed and photographed by Rosie Marks, the FW26 campaign explores how the three artists find inspiration in their surroundings. Jonas draws on nature, mythology and physical gestures, describing how the wind encourages her to put on a costume and move outdoors. Syms explores the city through its hidden paths and memories, while Atoui connects sound, listening and play with creative freedom.
Their approaches find a common expression in a collection combining technical functionality with Loewe’s distinctive design language. Oversized puffers, ripstop jackets, cargo trousers and Alpine landscape prints accompany two new footwear designs: the Cloudsolo Hiker, inspired by outdoor exploration, and the Cloudtilt Cosmic, featuring updated cushioning technology.
Through three different artistic perspectives, the campaign suggests that creativity grows with experience. Jonas is a particularly inspiring example: after more than six decades of artistic experimentation, curiosity continues to guide her practice. Perhaps that is the secret to staying creative at any age: remaining open to discovery, play and the unexpected.
–
Follow us on Instagram @veinmagazine
