Puma Womens Fitness

  • Creative Direction

    Creative Direction

  • Jacket design

    Jacket design

  • Hoody design

    Hoody design

  • Tee shirt

    Tee shirt

  • Tank top

    Tank top

  • Colour palette

    Colour palette

Project Brief

Working with Hussain Chalayan this was a truly innovative project. We cut, sampled and designed the garments inhouse which allowed for a new direction of women’s sports apparel to evolve. Creative Direction was based around Japanese philosophies and inspired from architects such as Toyo Ito.

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