Fashion Style You

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.

A selection from the Hussein Chalayan range is available at Fashion Exclusives.

Click here for Puma Sportswear.

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