The launch of the new co-lab between Puma and Balmain started with a party in Los Angeles, 35 pieces of clothing and footwear inspired by boxing and signed by the German sports giant, the creative director of the French label Oliver Rousteing and the muse and friend of the designer Cara Delevingne, from 2016 testimonial of Puma.
A capsule divided into two sub-collections – some of which will be distributed by Puma, others by Balmain and others by both brands – which marks the birth on the market of another liaison between sport and luxury, after the one announced a few weeks ago between Prada and Adidas.
Also in this case, the two partners hope that this is not a flirtation hit and run but a closer and broader partnership, as the two numbers said one of the brands at wwd.com: «I hope this collaboration can represent the beginning of an alliance on various initiatives – said Massimo Piombini, CEO of Balmain -. We already have some ideas and we are currently working on some projects that could soon materialize, if we find the right solutions ».
“Working with a personality like Oliver Rusteing is a source of inspiration for our designers,” added Björn Gulden, CEO of Puma -. It is not simply a matter of drawing a collection together and doing business. Create enthusiasm and stimulate creativity within the company ».
The BalmainxPuma collection – which includes boxing shorts, bomber jackets, hooded sweatshirts, leggings and T-shirts – could therefore be the first step for many others, in the name of synergy: «There are many, many things we can work on – it has specified Gulden -. Now we go out on the market with this co-lab and then we will evaluate, but we are positive about the idea of continuing cooperation, even after this first phase ».
Piombini said he agreed: «It is not always easy to work with another brand. In this case, however, the relationship was extraordinary and we look forward to exploring other opportunities “(in the photo, Cara Delevingne interprets the new BalmainxPuma collection).