LOEWE x On gets inside the creative world
Directed by Rosie Marks and cut by her go-to editor, Untold Studios’ Ryan McKenna, the campaign puts movement at the heart of artistic exploration.
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What gets an artist moving?
For Joan Jonas, it might be the wind sweeping across Cape Breton. For Martine Syms, a city street full of things most people walk straight past. For Tarek Atoui, it starts with the freedom to play.
LOEWE x On brings those instincts into focus for its FW26 campaign, enlisting director Rosie Marks to explore the worlds of three artists whose curiosity keeps them in motion. Behind the edit is Untold Studios’ Ryan McKenna, Marks’ longstanding creative collaborator and go-to editor. The pair work together across all her projects, with a shared history spanning Vans’ Off the Wall, RIMOWA and many more.
That ongoing partnership gives Marks and McKenna a familiar creative rhythm as they move between three very different perspectives. Each film follows the artist’s own account of what drives them, connecting movement with the places, sounds and everyday encounters that feed their work.
Credits
View on- Director Rosie Marks
- Editing Untold Studios/Los Angeles
- Editor Ryan McKenna
- Talent Joan Jonas
- Talent Tarek Atoui
- Talent Martine Syms / Talent
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Director Rosie Marks
- Editing Untold Studios/Los Angeles
- Editor Ryan McKenna
- Talent Joan Jonas
- Talent Tarek Atoui
- Talent Martine Syms / Talent
For pioneering visual and performance artist Joan Jonas, that connection runs deep into the landscape of Nova Scotia. Returning year after year to her home and studio in Cape Breton, she draws on its changing terrain as both muse and canvas. “I’m not a dancer but I move,” she says.
Syms takes the campaign into the city. An avid collector of cultural fragments, the artist and director gathers billboards, signage, infrastructure and turns of phrase into an ever-expanding visual archive. These everyday details become material for work interrogating identity, Blackness and digital culture. Her approach? “I’m always on the hunt for something.” Atoui tunes into his surroundings through sound, silence and physical exploration. The Beirut-born, Paris-based artist and composer approaches play as a way of making discoveries, pushing at the possibilities of both his environment and his practice. “The ability to be able to move is, for me, the ability to be able to play freely.”
It’s a fitting starting point for a collection built to get out into the world. The FW26 drop pairs LOEWE’s craft sensibility with On’s performance engineering, introducing the Cloudsolo Hiker and Cloudtilt Cosmic alongside utility-minded ready-to-wear, parkas and puffers.
Through Marks’ lens and McKenna’s edit, artistic exploration feels instinctive and personal. Sometimes, the first move is simply stepping outside.
