The Puma Collaboration with Sadia Rafique
Phil Savage — March 10, 2010 — Fashion
PUMA perpetuates its good taste in collaborators this season by teaming up with fashion label LOT78 and graphic designer Sadia Rafique. For the unfamiliar, LOT78 was relaunched in 2008 and is designed and run by Ollie Amhurst.
Meanwhile, Sadia Rafique is a veteran of Central Saint Martins and has worked in both mens and womenswear design. In addition to fashion labels, Sadia has been working with PUMA AG under the direction of Hussein Chalayan since 2008 and is well-versed in PUMA’s sleek contemporary sportswear aesthetics.
This collaboration originated from an earlier collaboration between Sadia and LOT78 which consists of twenty six hand-illustrated vintage biker jackets. The PUMA 4 LOT78 Vs Sadia concept was based on this previous collection, as Sadia chose to hand paint PUMA First Rounds in the same vein as the jackets.
The collaboration with LOT78 and Sadia works on the First Round high top and are crafted from leather and suede in a sophisticated black and white colorway. The heel and collar runs touches of spring happy pink with graphic elements that have a deep painterly touch in free but meticulous ink sketches.
These collaborative Puma LOT78 Vs Sadia First Round Hi-Tops come in a limited run of 400 and will be available around the globe starting March 27.
Meanwhile, Sadia Rafique is a veteran of Central Saint Martins and has worked in both mens and womenswear design. In addition to fashion labels, Sadia has been working with PUMA AG under the direction of Hussein Chalayan since 2008 and is well-versed in PUMA’s sleek contemporary sportswear aesthetics.
This collaboration originated from an earlier collaboration between Sadia and LOT78 which consists of twenty six hand-illustrated vintage biker jackets. The PUMA 4 LOT78 Vs Sadia concept was based on this previous collection, as Sadia chose to hand paint PUMA First Rounds in the same vein as the jackets.
The collaboration with LOT78 and Sadia works on the First Round high top and are crafted from leather and suede in a sophisticated black and white colorway. The heel and collar runs touches of spring happy pink with graphic elements that have a deep painterly touch in free but meticulous ink sketches.
These collaborative Puma LOT78 Vs Sadia First Round Hi-Tops come in a limited run of 400 and will be available around the globe starting March 27.
Trend Themes
1. Collaborative Fashion - Opportunity for brands to partner with fashion labels and graphic designers to create unique and limited edition products.
2. Hand-painted Designs - Increasing demand for bespoke, handcrafted elements in fashion and footwear, offering personalized and artistic options to consumers.
3. Limited Edition Releases - Growing trend of creating exclusive and limited quantity products to generate excitement and exclusivity among consumers.
Industry Implications
1. Fashion - Fashion brands can explore collaborations with artists and designers to create innovative and limited edition collections.
2. Footwear - Footwear companies can introduce hand-painted and artistically designed shoes to cater to the demand for unique and personalized fashion choices.
3. Retail - Retailers can leverage the trend of limited edition releases to create a sense of urgency and exclusivity, driving customer engagement and sales.
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