Hussein Chalayan and Puma - A Match Made in Technology

© Christopher Moore Ltd.

Although easy to say after the event, The Iconomist knew all about this huge development before the release yesterday. Alas, sworn to secrecy, the news that Hussein Chalayan is to be Puma's Creative Director finally makes it's way here. Let's get it all out in the open- this is one hell of a coup for Puma. This isn't simply the usual designer footwear collaborations Puma have successfully undertaken in the past with Alexander McQueen et al. Chalayan will have a hand in designing the whole darn lot.

Jochen Zeitz, Chairman and CEO Puma and Hussein Chalayan

Having met Hussein, knowing his shows' stylist very well (oooh, get me!) and having kept a close eye on his progress it could be said The Iconomist is in a good position to assess this development. At first glance the two could not seem more opposed- the sportwear giant and the conceptual artist. But this is a case when opposites most certainly attract. Puma have a rich history in sportlifestyle, with a sharp eye for such a large company. And there is definite scope for Chalayan to push the brand in an exciting direction. After all, he loves his technology and sport and sportswear could not exist without it. As part of the deal Puma have acquired a majority stake in Chalayan's own brand which will allow him to realise even his most incredible dreams. As you can see from the video, Chalayan's collections can be awe-inspiring, none more so than the Spring/ Summer 2007 show the climax of which was met with weeping and unimaginable displays of emotion.

Come Autumn 2009 we can expect to see some pretty special things from Puma, something far more impressive than a pair of Kings in a new colour. Although a tracksuit that disappears into a baseball cap might be pushing it.