PUMA by Hussein Chalayan
The 2012
Collection
SECURED SPEED. This season, PUMA by Hussein Chalayan explores the velocity of sport, kites, and sailing, and how their industrial details and dynamics can transform traditional tailoring. Apparel fuses classic shapes with the modernity of mesh, nylon, and Tyvek. Footwear is distinct and methodical, capturing the interplay of sport, motion, and speed through lightweight materials and simple yet supportive constructions. The final touch is the use of Kabuki color, inspired by the theatrics and movement of Japanese dance. Mandarin reds, grey violets, and rusts take the collection to a distinct height, designed for summer months and reflecting on the rapidity of everyday life.
The
Designer
Motion is what keeps world-renowned fashion designer and PUMA Creative Director Hussein Chalayan curious. It inspires him to re-configure a shoe, a jacket, a lifestyle. His curiosity seeks to alter—to physically morph space, time, and movement by drawing inspiration from anthropology, technology, and hybrid cultures. In October 2008, Hussein presented his Inertia collection. It broke new creative ground with its molded latex garments. They encapsulated movement to make a statement about the “speed of our lives.” This statement is a common thread through his PUMA collections; he welds his precision of approach with PUMA’s playfulness and explores motion on new levels. His final creations are made for a life lived swift—but also one that takes the time to recognize and reflect on those moments that best define life itself.
