London | United Kingdom
The new trend of high fashion designers collaborating with active and streetwear is still going strong. The latest of these births is the recently announced Karl Lagerfeld x PUMA Collaboration. The new capsule collection also serves as the 50th anniversary of the Puma suede models which are heavily featured throughout the collection.
Shot on a gym-basketball-like set, the campaign shoot is a reminder that these pieces aren’t made to look like activewear but are actually made to be active in. Although Karl Lagerfeld’s influence is very clear the Karl Lagerfeld x PUMA Collaboration has not strayed from the brand’s identity. The pieces have a retro feel to them with true ‘Karl’ elements added. The suede sneakers see fake sunglasses form part of the design of the top as well as the signature black and white.