In a press conference today, Puma announced its partnership with arty London-based Cypriot designer Hussein Chalayan. Puma becomes a bona-fide fashion brand, with Hussein Chalayan joining the company (owned by PPR) to become artistic director, while at the same time Puma buys a majority stake in Hussein Chalayan's label, allowing it to develop into a global brand. After Adidas and Yamamoto's collaborations, the distinction between sportswear and pret-a-porter is further eroded.
10°
In a press conference today, Puma announced its partnership with arty London-based Cypriot designer Hussein Chalayan. Puma becomes a bona-fide fashion brand, with Hussein Chalayan joining the company (owned by PPR) to become artistic director, while at the same time Puma buys a majority stake in Hussein Chalayan's label, allowing it to develop into a global brand. After Adidas and Yamamoto's collaborations, the distinction between sportswear and pret-a-porter is further eroded.