Alexander McQueen & PUMA Unveils : Autumn / Winter 2009 collection, powerful fashion for men and women

Fashion designer Alexander McQueen and PUMA have extended their collaboration. The triumphant pairing has now hatched the Autumn/Winter 2009 range, a full collection of men’s and women’s apparel and accessories.

Since its conception, the Alexander McQueen PUMA collaboration has sought to push traditional boundaries of sport-fashion, testing the limits of form, function and design. Following the success of the footwear line, the new collection promises to be an evolution of this innovative creative vision. The metaphoric concept of ‘Power’ is the very foundation of the new collection. Physical and mental power exist at the very core of sport and the collection strives to interpret and convey ‘Power’ in Alexander McQueen’s innovative and unexpected ways.

With ‘Power’ as a constant reference, each season’s collection will also have a specific seasonal theme related to sport. The Autumn/Winter 2009 seasonal theme is ‘boxing’ – a sport with power at its essence, referenced in style, colour and material applications. The visual icon of the ‘Griffin’, an expression of power and inner force, is used throughout the collection as a graphic application. Ergonomic cuts, combat bandages, silhouettes and overlays are the most visual features of the debut collection.

Simultaneously with the apparel launch event during Milan Men’s Fashion week is the premiere of ‘Ghost’, a short brand film directed by acclaimed director Saam Faramond and Alexander McQueen. The film features a breathtaking dual between two athletic models with slow-to-fast motion effects and reverberation of the sequences, perfectly interpreting the sport-fashion vision of Alexander McQueen PUMA.

Additionally, the Autumn/Winter 2009 collection marketing campaign, will be photographed by world renowned fashion photographer Nick Knight and will debut in July 2009.