LOEWE × On, FW25

Context

• FW25 LOEWE × On had to engage 25–45 year-old cultural discerners while elevating On's perception in the premium and luxury space.
• Apparel was the biggest challenge of the partnership and needed a stronger digital spotlight than previous drops.

My role and scope

• Global Digital Category Management Lead, Apparel & Accessories at On.
• Owned the end-to-end digital experience for the drop across Onsite, CRM, App, and Paid orchestration with Acquisition, Content, Tech, Merch, and Awareness.

Goal

• Reinforce On's credibility in the premium space and drive sell-through, with a sharper focus on Apparel.
• Pilot a member-first early access flow that mirrors LOEWE's own retail experience.

Strategy

• Treat the drop as a digital-first premium moment, with every surface designed to feel crafted and intentional.
• Use the Collection page as a public signup and anticipation destination between drops, while helping customers looking for LOEWE x On find a curated collaboration experience.
• Sequence the launch in three customer-facing phases: anticipation and signup, members-only early access, and full public launch through a new Collection ePLP.
• Test guided storytelling discovery against direct shopping to understand how premium collaborations are best experienced digitally.

Execution

• Relaunched the LOEWE Collection page as a year-round collaboration destination with signup, storytelling, and FAQs.
• Opened Early Access sign-ups to members and new audiences across customer-facing channels, including CRM, Organic, PR, and Paid Social.
• Launched a members-only Early Access window aligned to the premium retail logic of the collaboration.
• Shipped a new Collection ePLP at public launch: hero film, head-to-toe looks, shoppable modules, and a stronger Apparel spotlight, including a bespoke LOEWE × On animated loader.
• Coordinated cross-channel rollout: CRM and App multi-phase sequence, homepage billboard and promo cards in LOEWE's design language, and a Paid flight where YouTube built credibility, Instagram reinforced aspiration, TikTok drove cultural relevance, and Display ensured efficient reach.
• Built a creative system from cinematic film to product cutdowns, with a new approach to Apparel-focused cutdowns and refined head-to-toe imagery.

Results

• The launch created a strong public anticipation moment before product availability.
• The member-first access model helped translate exclusivity into a clear digital customer experience.
• The Collection ePLP gave the collaboration a more premium and shoppable digital home, with a stronger spotlight on Apparel.
• The work created a repeatable digital model for future premium collaborations, connecting signup, access, storytelling, product discovery, and conversion.