21st May 2014
Sportier and stronger, yet with the same nonchalant ease and rebellious attitude, the vision for the PUMA x McQ collaboration draws on rich fashion archive and merges it with PUMA’s fabled history of athletic innovation.
McQ has always drawn inspiration from global subcultures, offering clothing that celebrates the youthful experimentation and creativity of the art and music worlds. In contrast PUMA, fundamentally a sports brand, has inspired street culture, music and fashion. Together PUMA and McQ draw on their divergent experiences to investigate the point at which performance fuses with fashion.
This season, traditional shoe design is challenged by human anatomy. Ribcages and tendons re-inspire silhouettes to create cage-like styling. Morphing, marble-like prints grace PUMA’s iconic sporting shapes.
Distinctive athletic shapes are given additional structure with the use of PUMA’s moulded TPU laid over the premium mesh and nubuck that sits below. This creates an unmistakable rib-cage effect. The contrast between McQ’s gothic styling and PUMA’s use of contemporary materials and performance inspired constructions means key styles such as the McQ Puma Run Mid tech runner and McQ Puma Run Lo sneakers perfectly bridge the gap between the two brands.
The women’s collection evokes McQ’s seasonal themes through a series of clashing references. The McQ Leap references anatomy through its unique architectural take on the wedge silhouette. In contrast the Rush Lo and Rush Mid explore McQ’s seasonal themes through the disruptive use of print on more traditional shapes. Everything from marble detail prints to flocks of birds demand attention.