WWD announced today that Puma is about to hire Hussein Chalayan as creative director. That will have as a consequence a new collection under the Puma label. Also the brand invested into his brand.
Puma has had previous collaborations with designers, including Jil Sander for footwear in 1998, yoga wear with the former model Christy Turlington's Nuala range in 2000, and a collaboration with the interior and product designer Philippe Starck in 2004. Alexander McQueen, a designer in the PPR stable, also began a collaboration with Puma in 2005.
