Chalayan for Puma |
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| Thursday, 28 August 2008 | |
 The marriage between arts and fashion continues, Cyprus born artist Hussein Chalayan has been appointed as Creative Director of sport lifestyle label Puma. Hussein Chalayan who's also an artist and filmmaker, shall be responsible for designing, creating and developing the sport fashion
collections of the brand. Puma also acquired a majority stake in Chalayan's London-based fashion business and brand Hussein Chalayan. The collaboration is set up as a long-term partnership to grow Chalayan's Ready-to-Wear collections.
In his position as Creative Director, based in London, Chalayan will be responsible for all creative direction for Puma Sport Fashion collections and all product categories including footwear, apparel and accessories. Chalayan will work hands-on with all Puma's design teams worldwide. Puma will support Chalayan to grow his brand worldwide, using guidance, resources and infrastructure from Puma's parent company PPR. On the partnership Hussein Chalayan commented: "Combining Puma's infrastructure and technological platform with PPR facilities, we will be able to turn experimental ideas into reality both for the Puma and the Chalayan lines. Hopefully, people will have the means to access real products evolving from our processes rather than only seeing them in shows and events." The collaboration will put an emphasis on Puma's more fashion forward ranges, as it continues to post growth in its performance categories football, motor sport, running and sailing. The Hussein Chalayan brand will become part of the Puma Group, joining sport lifestyle brand Puma and outdoor lifestyle brand Tretorn, which was acquired by Puma in 2001. Chalayan graduated from Central Saint Martins School of Art with an honors degree in fashion. He has been named "British Designer of the Year" twice for his innovative collections and performance-based fashion productions. Known for pushing the boundaries of fashion with technology, Chalayan's talent goes beyond fashion with many of his pieces considered works of art. Image: Hussein Chalayan (Art Moco) |
