PUMA x XO collectively create a second collection for Spring/Summer 2018, drawing a strong influence from travels and culture. The sportswear series blends cultural influences from the East and West to represent The Weeknd's constant jet-setting lifestyle. It translate through the merge of various stylistic themes, timeframe influences, and cultural details.
The images and campaign video show the PUMA x XO sportwear pieces that take on a subtle militaristic style. Some standout items from the collection is the half-zip pullover sweater coated in a red color palette and the black embroidered jacket. The sneakerboots are another notable piece, merging together a sneaker silhouette with a more rugged boot look. It has a gum-hued sole foundation and a all black upper on top.
Image Credit: PUMA x XO
Key Themes Behind This Trend
- Travel-inspired Fashion
- Opportunity for clothing and accessory brands to create collections inspired by cultural influences from different regions.
- Militaristic Style
- Chance for fashion brands to explore the combination of militatry-inspired designs with athletic wear.
- Hybrid Footwear
- Potential for sportswear companies to merge sneaker and boot styles to create hybrid footwear options.
Where This Applies
- Athletic Wear
- Growing market for brands to create sportswear pieces that incorporate cultural influences into their designs.
- Fashion
- Opportunity for clothing brands to experiment with the combination of military and athletic wear styles.
- Footwear
- Trend towards hybrid footwear styles opens up possibilities for sportswear companies to explore new design options.
