LOEWE and On: A Collection Born from Artistic Play
The Spanish luxury house collaborates with Tarek Atoui, the Beirut born artist and composer whose practice celebrates sound, silence and sensory discovery. The result is a capsule designed for those who explore the world through movement and creative expression.
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For Tarek Atoui, the artistic impulse begins not with the finished work, but with the act of playing. This fundamental principle of creative freedom underpins his critically acclaimed practice, one that has spent years exploring and challenging our perceptions of sound through monumental installations and immersive sonic experiences. Based between Beirut and Paris, Atoui has cultivated a distinctive artistic language in which moments of play and profound silence become vehicles for tuning into the environment through the senses, revealing hidden dimensions of the world around us.
It is this philosophy of liberation through movement that LOEWE brings into tangible form through its collaboration with the visionary artist. The collection emerges from a shared conviction: that the ability to move freely is synonymous with the freedom to explore, to discover, and to express one’s artistic self without constraint. Each piece speaks to this ethos, conceived not merely as garments but as instruments of exploration.
The capsule marries LOEWE’s refined Spanish heritage of craftsmanship with contemporary performance principles, creating a selection of pieces that honour both the body’s need for freedom and the soul’s appetite for beauty. From silhouettes that move with intuitive grace to materials chosen for their sensory qualities, every element has been considered through the lens of Atoui’s practice: how does this allow the wearer to connect more deeply with their surroundings?
The collection reflects the artist’s deeply visceral approach to creation. Textures become tactile conversations with the environment. Colours evoke the interplay of light and shadow that defines his installations. Proportions enable the kind of fluid, unrestricted movement that artists require when they are in genuine dialogue with their practice.
What emerges is a collaboration that transcends the conventional boundaries between art and fashion. Rather, it presents clothing as an extension of artistic practice itself, pieces designed for those who understand that true luxury lies not in ornamentation but in the liberty to move, to play, to discover, and to express the fullness of one’s creative vision.
Imagery courtesy of LOEWE (@loewe).
