Hussein Chalayan Becomes Creative Director of PUMA

We take a break for the shows to announce to the world press that Hussein Chalayan, fashion designer, artist and film maker is the new the Creative Director for PUMA with immediate effect.

In addition Puma have bought a majority stake in the Hussien Chalayan brand.  We sent out a media alert last night inviting the press to the conference but due to an embargo – I wasn’t able to tell them what was happening. Lots of questions and speculation ensued.  Meeting up a couple of hours later that evening at Hussein’s show didn’t help.  All sorts of scenarios were played out, with most journalists hoping that he would be getting the financial and technological support he deserves.

Hussein is one of those rare talents that is universally respected.  His work over the past 14 years has been awe inspiring.  But most pieces have remained prototypes – this partnership really feels like some of those ideas could make it into the real world.

“Hussein Chalayan is a proven visionary in the fashion, design and art industries. As our Creative Director for our Sport Fashion business, Chalayan will bring his use of new technology, forward-thinking design and provocative point of view to PUMA,” said Jochen Zeitz, Chairman and CEO of PUMA.