Sporting goods manufacturer Puma AG have announced the appointment of fashion designer Hussein Chalayan as creative director, the announcement was made during Paris Fashion Week where Chalayan presented a well recieved womenswear collection for autumn / winter 2008-9.Puma Chief Executive Jochen Zeitz, told reporters:
“We want to be different, that’s the idea behind this. We don’t want to be mass market and selling to discount stores, we just want to keep a premium.”
Chalayan will bring a fashion-forward edge to Puma with his use of new technology and provocative point of view.
Puma have taken a majority stake in the designer label Hussein Chalayan, which has struggled to make as big an impact as its founder.
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