PUMA® PARTNERS WITH SELENA GOMEZ

Global sports brand PUMA announced a long-term partnership with singer, actress, and producer Selena Gomez who will work with the brand to design product and create marketing campaigns. Selena will start working with PUMA immediately and will first appear in the brand’s newest campaign for the Phenom, an upcoming women’s footwear drop.

“Being part of the PUMA family is very exciting for me,” said Selena Gomez. “PUMA has changed the game when it comes to the mash-up of athletic wear and fashion. It’s amazing to see this influence on style and culture and I’m excited to be a part of it. I am hoping that we can create something special together. We already have some really cool projects in the works.”

Selena and PUMA are a great match, not only because she fits with PUMA’s brand values, but also because of her powerful influence over young women, her integrity, hustle, and drive to succeed. Her work with the brand will be more than simply appearing in a campaign, she will be an active voice for the brand’s consumers. In addition, this partnership includes PUMA and Selena working with and supporting causes close to her heart.

“Selena is authentic, creative, talented, and fearlessly real. She is everything that today’s female consumer is looking for in a role model,” said Adam Petrick, Global Director for Brand and Marketing for PUMA. "In recent days, she has demonstrated just how strong she truly is. With her honesty and openness about living with Lupus, she has provided an incredible example of confidence, poise, and determination for all of us. Selena is a perfect partner for PUMA because she is not afraid of the challenges our world can offer; she fights and perseveres, which is exactly what PUMA is all about. She will not only represent our brand, but she will help to define and enhance our women’s business.”

Selena Gomez for Puma

Photo: Courtesy of Guy Aroch

Selena Gomez

Puma

Selena Gomez

Puma

The brand’s women’s business has been reinvigorated in recent years and they are expecting continued growth in this area.

fashionado

adidas by Stella McCartney previews Fall/Winter 2017 collection at the first Stella’s World presentation in Tokyo

An exclusive debut of the season’s key looks showcased via virtual reality

Experience the collection’s two parallel worlds, city and nature, on a whole new level

Featuring Japanese influencers Yuka Mannami and Chiharu Okunugi

adidas by Stella McCartney today debuts the Fall/Winter 2017 collection via an immersive virtual reality experience set to bring the season’s key looks to life. The journey is designed as part of the presentation of The Stella McCartney collections in Tokyo, which also include her womenswear and menswear mainlines, accessories, eyewear, swimwear and the newly launched fragrance POP Blubell. At the event’s adidas by Stella McCartney showcase, guests will move seamlessly between the collection’s two parallel worlds - city and nature - as the four leading looks are showcased in action.

“City life and the outdoors both provide a boundless source of inspiration for me. The new FW17 collection exemplifies that in the nature-inspired prints, detailing and the different technologies used. Every design has been considered so women can get creative and thrive in different environments, no matter what workout they’re doing or what the weather is like. We wanted this to come across in a fun and innovative way, which is why we’ve created this playful virtual reality experience,” explains Stella McCartney.

Immersing themselves in the collection in an entirely unique and engaging way, guests will be invited to embark on a VR journey that places them at the heart of a 360° experience, which will begin once they are led through a gallery featuring FW17 campaign and lookbook imagery. The viewers will then be ‘transported’ between the two, parallel worlds the collection is inspired by, as the new adidas by Stella McCartney visual identity is weaved throughout the experience. Set in these contrasting environments, guests will be presented with a preview of the Run, Train and Yoga range within four scenarios designed to demonstrate the workout opportunities each look draws on.

As guests ‘jump’ from one look to the other, they will find themselves in the centre of a continuous virtual experience taking place all around them. With synchronised movement expressed by a circle of four female athletes, including Japanese influencers Yuka Mannami and Chiharu Okunugi, all four women will perform the same movements in unison within each scenario. The looks include: the head-to-toe sustainable city Run look, the warp knit HIIT Train look, the off-road winter trail Run look, and the shanti power, seamless separates Yoga look.

fashionado

Opening Ceremony Fall 2016 Menswear

These days, there's a fine line between activewear and sportswear. Opening Ceremony have taken that notion and run with it for Fall 2016 menswear. This collection features the best of both by showcasing velour track pants, for instance, paired with knit jackets and dress shows, or a trench coat with combat boots. Opening Ceremony played with looks, garments and textile choices to create and produce a collection that is not only fun, but multi-purposeful. The bomber jackets are reversible and sweaters zip away to create a different silhouette. Smart, colorful and I'm ready to sport some Opening Ceremony!

fashionado

"BJ Kicks A"... NYFW 2013

The Bitch is Back

played at the end of the

Betsey Johnson

fashion show. Betsey Johnson takes the prize (as usual) for the most invigorating productions. Her models, who "sported" a new line of BJ activewear, were joined on the runway by Betsey herself and "performed" a workout routine to include push ups and crunches! The audience ate it right up. And as for the collection? Colorful, a bit zany like Betsey and definitely will get you noticed at the gym, in a good way. You need it in your closet. The super energetic designer came out for an encore and treated us to one of her legendary cartwheel splits. BJ kicks ass!

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