Here's some very exciting news for the fashion conscious. Puma, the world's third largest athletic apparel company, has announced a partnership with Hussein Chalayan. If you don't know who that is, I'll refresh your memory. Remember the ridiculously incredible, mind-blowing transformer dresses? The fashions that morphed and changed colour? He's the man behind those creations, and now he's turning his talents on Puma.
The German company, known for their iconic pouncing cat logo (Puma means cougar in German), is excited to have Chalayan as their creative director, who will hopefully help them out style competitors like Adidas, who partnered with Stella McCartney. In the past, Puma has worked with Alexander McQueen and Jil Sander, but they're ready to taken fashion to the next level, perhaps even integrating cool technologies.
"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," Puma Chief Executive Jochen Zeitz, said at Paris Fashion Week.
Check out Chalayan's work: