PUMA’s Autumn-Winter 13’ sport
heritage products serve as a source of inspiration to up-and-coming artists and
entertainers. This season, PUMA reveals the Brand’s Lifestyle Collection
Directors: a collective group of influencers who connect culture,
attitude, and style with ambition. Sought out from the streets of Paris,
Los Angeles and New York City, PUMA’s global group of Collection Directors have
been assigned to enhance PUMA’s seasonal key products with their creativity,
vision and passion under the ‘Next Starts Now’ platform. The first of the
Collection Directors to be introduced this month is Illustrator, Designer and
self-proclaimed ‘Bun’ Queen, Sophia Chang.
NYC-born and bred, Chang’s
enthusiasm for killer product designs and POP culture was infectious for her
first collaboration with PUMA. Tasked to visually reinvigorate the
season’s Women’s Lifestyle Footwear collection, Chang and her dream team of
talents, used the city streets of LA and New York as her backdrop for a
photo-shoot that was remarkably colourful, spontaneous and empowering just as
the collection itself.
“For me, this project was about
giving women the power to own their style,” states Chang. “The PUMA
Women’s Lifestyle footwear styles are bright and fierce, just like us
women. I wanted to embrace the product designs and bring them to life
within my illustrations and images.”
The Women’s Lifestyle Footwear
collection is no exception to the ‘Next Starts Now’ seasonal attitude and
Chang’s assortment of imagery brings centre stage a collection that is
animalistic and bold. Styles such as the Women’s Sky Wedge Reptile takes design cues from PUMA’s classic Sky
Hi, a basketball shoe first introduced in 1992, whilst a futuristic twist to
the PUMA Slipstream is mashed up with animal prints to inspire the Future Slipstream Women’s Lite, equally
celebrating PUMA’s heritage.
Chang’s photographic images and
illustrations will be supported by puma.com and through a series of digital activations on
PUMA’s social media channels, including take-overs on PUMA’s Instagram and
Tumblr pages from Thursday, September 12th to Wednesday, September
18th. In addition, one of Chang’s illustrated designs will be hand
painted onto a mural in New York City’s Soho district at the corner of
Lafayette Street and Jersey Street from Sunday, September 15th to Saturday,
October 12th, 2013. A time-lapse video will be shared on
PUMA’s Instagram on Monday, September 16th.
As for what is next with Chang and
her high bun...it is on the rise and there is more to stay tuned for in the
season with PUMA and its’ Collection Directors. The next sensation, the
next trend, the next icon won’t wait or hold back. Neither does Sophia
Chang. Next doesn’t start later.
Next Starts Now.
PUMA’s Autumn-Winter 13’ Women’s
Footwear collection is currently in-store at PUMA Retail and is made available
on shop.puma.com.
PUMA’s next Collection Director reveal is set for October.
From The Desk of: Christine Pearson | Splash PR | 021 447 1208 | christine@splashpr.co.za
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