In Puma’s latest attempt to transcend the sportswear genre, the label have commissioned Australian model/photographer/blogger Zanita Whittington to shoot their current season lookbook. Featuring pieces exclusive to Puma concept stores in Sydney and Melbourne, the crossing of two worlds (physical exertion and fashion) continues with the showcase of Puma’s big name high/low designer collaborations. That’s Alexander McQueen if you didn’t know, and tech-enthusiast Hussein Chalayan who is the Creative Director of Puma’s Urban Mobility Range.
Priscilla’s Tania Pozzebom models the high end sportswear line while Chalayan subverts the sneaker with a platform take and rebirths lycra leggings through graphic prints. We’ll also admit that McQueen’s jogging shoes make cardio workouts seem more appealing, which is to say, appealing at all. While the lookbook isn’t Whittington’s most conceptual work, the brightly coloured, urban-inspired photos create that ‘sports luxe’ feel and showcase the garments with verve. Following in competitor Adidas’ footsteps (their Y-3 line with Yohji Yamamoto is probably the most realized designer sportswear collaboration) , it’s all part of a brand repackaging to be more about style and less about sneakers.
Pieces are available for purchase in select Puma stores or online at puma.com.au
Words By Ingrid Kesa