AW14 sees PUMA partner with McQ for the debut PUMA x McQ collection. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet, with innovations not only in performance but also lifestyle.
While PUMA is first and foremost a sports performance brand, during the 80’s the brand’s sporting heritage became visible on the streets of New York, with the emergence of hip-hop and street culture. By the 90’s, PUMA recognised sports growing influence on high fashion, subsequently becoming the first sports brand to collaborate with a Fashion House.
McQ, a contemporary brand from Alexander McQueen, distills the vision of Creative Director Sarah Burton into collections that embody an extravagant effortlessness for everyday, complimenting the luxurious aesthetic of the mainline offer. Rooted in the renegade London spirit of Lee Alexander McQueen who founded the brand in 2005, McQ embodies a nonchalant ease and a non-conformist attitude.
PUMA’s progressive, design-led ethos resulted in its hugely successful partnership with the fashion house Alexander McQueen. For the past 4 years PUMA has explored the world of McQueen and now the brand is about to embark on an exciting new journey with McQ.
McQ has always taken inspiration from global subcultures, offering clothing that celebrates the youthful experimentation and creativity of the art and music worlds. In contrast PUMA, fundamentally a sports brand, has inspired street culture, music and fashion. Together PUMA and McQ draw on their divergent experiences to investigate the point at which performance fuses with fashion.
The debut collection merges McQ’s rebellious spirit and bold youth culture references with PUMA’s fabled history of athletic innovation. The PUMA x McQ AW ’14 Collection will be available in stores from 1st August.
From The Desk of : Christine Pearson | Splash PR | firstname.lastname@example.org