Fashion & Style: Puma's Black Label currently features a collaboration with renowned designer Alexander McQueen, pushing the boundaries of traditional sport-fashion to test the limits of form, function and design.
The metaphoric concept of "Power" is the DNA of the collection, whether the power is mental or physical. Each collection features a specific seasonal theme with a sport. For Autumn/Winter 2009 "boxing," a sport with power at its very core, is the theme. The visual icon for the collection is the "Griffin" an expression of power and inner force and is found throughout the collection, filled with innovative detailing such as ergonomic cuts, combat bandages, silhouettes and overlays.
In connection with the debut of the collection at Milan Men's Fashion Week is the premiere of "Ghost," a short brand movie directed by acclaimed director Saam Faramond and Alexander McQueen featuring breathtaking slow motion actions of two athletic models, which visually exemplifies the sport-fashion vision of Alexander McQueen PUMA. The print campaign for the collection was shot by world renowned fashion photographer Nick Knight.
Power is also in the DNA for the Alexander McQueen Spring/Summer 2010, which debuted at Milan Men's Fashion Week. The interpretation of power for this collection was "Body Power," as referenced in the Martial Arts. Eighties-inspired geometry and asymmetric kimono-influenced styling in apparel can be seen throughout the collection, from apparel to footwear with strapping overlays and dense stitching details. The color palette for the powerful collection includes strong accents of primary red, blue and yellow set against a black and white base.
The launch of the new collection will showcase the new Alexander McQueen PUMA Brand Image, photographed by world-renowned photographer Nick Knight with Creative Direction from Alexander McQueen. And the launch of a new collaboration between SHOWstudio.com and Alexander McQueen Puma that encourages emerging artists to create short films inspired by the new Alexander McQueen PUMA Brand Image will also take place.
For JustLuxe Carly Zinderman