Sportlifestyle brand PUMA AG announced the exclusive design collaboration with Aki Narula, one of India’s top fashion designers. As a first Indian designer for PUMA, Narula will design, create and develop a brand new ready-to-wear women’s collection for PUMA. “I feel that the collaboration for PUMA’s Sport Fashion line is a revolutionary model for a partnership,” said Narula.
Combining PUMA’s infrastructure and technological platform it is convenient to turn experimental ideas into reality for the Spring/Summer 2010, he added. “Women will now have access to premium fashion rather than only seeing them in shows and events,” viewed Narula
Aki Narula is joining PUMA’s growing list of fashion design collaborations that already includes names such as Alexander McQueen, Yasuhiro Mihara and Sergio Rossi. PUMA’s fusion of sport and fashion is the brand’s one of the core strategies and has proven to be a success within the Indian market.
Aki’s PUMA collection for Spring/Summer 2010 will consists of women’s footwear, apparel and accessories. The mid-to premium range priced collection will target all women looking to add a bit Aki Narula’s funky designs to their wardrobe.
“Aki Narula is a proven visionary in the fashion and design industry. With this collaboration he will bring his design prowess and creativity to PUMA,” said Rajiv Mehta, managing director of PUMA India. Collaborating with Narula will further expand PUMA’s ability to move into a new space, expanding the brand’s reach to become the most desirable Sportlifestyle Company in the world, he viewed.
The collection is scheduled to hit the stores in the first phase in November 2009 and will be available in key PUMA stores across India starting February 2010.
— Nivedita Jayaram Pawar, Mumbai Bureau