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Alexander McQueen PUMA Fall 2009: The Evolving Concept of Sport-Fashion

Alexander McQueen PUMA

Alexander McQueen PUMA

MILAN, Jan 21, 2009 / FW/ — Alexander McQueen who had been collaborating with PUMA since 2005 extended the sports-fashion concept for Fall 2009 to include a full collection of men’s and women’s apparel and accessories for the Alexander McQueen PUMA brand.

One of the most innovative designers of our time, Alexander McQueen does not hesitate to push the traditional boundaries of sport-fashion. From the original Alexander McQueen PUMA footwear line, the British-born designer continue to test the limits of form, function and design with the launch of the apparel and accessories collection that promises to be an evolution of the label’s original vision.

With the metaphoric concept of ‘Power’ in its physical and mental form as the inspiration for this new line, Alexander McQueen chose to reference the sport of boxing for the Fall 2009 / Winter 2010 collection.

Style, color and material application alludes to the power of this sport with the performance-inspired sport-fashion collection. Using intricate craftsmanship and superior quality fabrics to create a stylized and progressive assembly of apparel and accessories, the ‘Griffin,’ an expression of power and inner force became the visual icon.

Innovative detailing such as ergonomic cuts, combat bandages, silhouettes and overlays are the most visual features of the debut collection.

Simultaneously with the apparel launch event during Milan Men’s Fashion week is the premiere of ‘Ghost’, a short brand movie directed by acclaimed director Saam Faramond and Alexander McQueen. The movie features a breathtaking dual between two athletic models with slow-to-fast motion effects and reverberation of the sequences, perfectly interpreting the sport-fashion vision of Alexander McQueen PUMA.

Additionally, the Autumn/Winter 2009 Alexander McQueen PUMA marketing campaign featuring the new apparel collection, will be photographed by world renowned fashion photographer Nick Knight and will debut in July 2009.

For more information, please visit www.puma.com

[SARA CONDE]

Photos courtesy of PUMA

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