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 lead-harvesting destination between drops, rerouting onsite 'Loewe' search queries through curated collaboration FAQs.
• Sequence the launch in three phases: post-SS25 lead capture, members-only early access, and a full public launch through a new Collection ePLP.
• Run an A/B test (ePLP vs PLP) to compare guided storytelling discovery against direct shopping for future premium collaborations.

Execution

• Relaunched the LOEWE Collection page as a year-round lead-harvesting destination with collaboration FAQs.
• Opened Early Access sign-ups (Oct 8–14) to members and new audiences across CRM, Organic, PR, and, for the first time, Paid Social.
• Launched a 24-hour members-only Early Access on Oct 15, aligned to LOEWE's own retail logic.
• 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

• Tens of thousands of Early Access sign-ups in the first week, with a strong share of new member acquisition.
• Strong sell-through within the 24-hour members-only window, outperforming internal benchmarks.
• A meaningful share of purchases came from first-time customers, validating the collab as a brand entry point.