Pum-Pum-A

LAURA MONDAINE - PORTFOLIO - 2019 EDITION - PUMA SE HEADQUARTER wOMEN DESIGNER - 7 SEASONS - BU SPORTSTYLE - PRIME & SELECT

A !!!

CONTENTS //

8

C LASSICS

//

20

SHANTELL

// FLAVOR

MAR TIN

38

OF TH E

//

MONTH

42

CH R OMA //

48

PRINCESS

//

PUMA

56

CH ASE

//

68

X-TREME

//

99

GLOSSARY

PORTFOLIO PORTFOLIO PORTFOLIO inside

PREAMBLE

“SPORTSTYLE”

II

PUMA’s Sportstyle Business exemplifies how we influence and shape culture and lifestyle through the lens of sports under our “Forever Faster” brand platform. Our great heritage and our roots in sports serve us as an inspiration in order to deliver innovative performance and sports-inspired products as well as classical basic products.

In 1998, for the first time in its history, and as the first sports brand ever, PUMA began to merge sports and fashion by launching a partnership with the very influential designer, Jil Sander. Ever since, we have been venturing into our archive, creating iconic design classics from the PUMA Suede to the re-launch of the PUMA Trinomic series, leveraging our clear positioning in sports to enthuse customers around the world.

Under the PUMA SELECT Label, PUMA engages today in exciting collaborations with renowned design brands such as McQ by Alexander McQueen and unique assorted design houses and street fashion designers such as Vashtie, ALIFE and KITH.

PREAMBLE

In January 2015, global cultural icon Rihanna joined the PUMA brand ambassador roaster. These collections represent Rihanna’s fresh, forward thinking and non-traditional approach to sports, fitness and lifestyle – fusing Rihanna’s personality, love of sports, spirit and style into the growing footwear and apparel segment.

select & prime Being designer for Select it’s doing product stories content with cultural makers. It’s exploring the global relevance of sport in style through collaboration, innovation and premium product execution.

PUMA seems to have found a sweet spot with Select. Treading the line between lifestyle and sportswear, the brand has been able to carve out a space for itself by creating lifestyle products with brands and artists that still clearly allude to the company’s roots in sport. We don’t want to be a fashion label but we want to leverage sports and style and then bring it to the people. We are collaborating with leaders and creatives who inspire ithers to create change and have exclusive networks filled with cultural influencers.

Being designer for Prime is keeping the momentum by creating relevant and consistent stories. We are focused on designing sports fashion product from the Classics sportswear heritage rooted range to the innovative Evolution product, elevated and performance inspired. We are consumer focused, and we are working on creating the right product, at the right moment and at the right place. As our consumer’s style relies on current trends and personal styling, we are building outfit driven range and not individual items.

Easy to understand look and logo obessions are key.

PREAMBLE

Championing individuality and the imperative need to defy inequality, expectations and standards, Puma’s #DOYOU campaign is about living life your way.

women focus It’s a sad reality that even in 2016, women are still battling a whole plethora of injustices. Whether its unfair pay or inappropriate sexualisation and objectification, there’s no denying that there’s still a LOT of work to be done before absolute equality of the sexes is achieved.

IV

Puma are one of the brands stepping forward in seeking to influence a positive change. Fronted by Cara Delevingne, their #DOYOU campaign is being backed by a group of super talented girls who seek to show that there’s no ‘right’ way to be a woman.

We sat down with two of the girls championing the campaign: Emma Breschi, an image maker working within fashion film and photography, appears both behind and in front of the camera.

Her work strongly focuses on female identity and explores themes such as body image and the liberation of womanhood.

Tinea Taylor is a radio DJ with shows on KissFMUK and KissFresh. Aside from her hectic life as a radio presenter, she is also a voice over artist for the likes of Spotify, Channel 5 and iTunes. This year she joined MTV to host the news weekly as well as bagging herself a voice over show, Nick@Nite on Nickelodeon. Despite their different career paths, they both unite in the idea that being yourself and living life your way is the best way to be. We grabbed a moment with the duo to find out more about why they’re putting their support behind the campaign.

PREAMBLE

Emma Breschi

PREAMBLE

VI

B-Boy Pack,

PREAMBLE

NEVER forget your HERITAGE

The PUMA Suede is turning 50 years old and the brand are celebrating the legacy of one of the most influential sneakers of all time. To mark the anniversary, PUMA are unveiling special collections representing the Suede’s understated contribution to a varied range of subcultures.

Next up is the B-Boy Pack, telling the story of how the PUMA Suede became the sneaker at the epicentre of hip-hop’s emergence.

VII

and ALWAYS talk about your FUTURE

For its evolution range Puma is lauching RUN THE STREET marketing campaign.

“The city never quits. So your hustle never stops.

You live life at full speed. You refus to take shortcuts. You follow your instincts and never the crowd, beyond the block and around every corner.

Your ambitions: limitless. The town is yours.

You are the streets. So you.”

source from Urban outfiter US Marketing campaign PUMA ARCHIVE T7 suit AW17 Sportstyle

CLASSICS

SUEDE - 50 years of succes

10

The suede is the most iconic of PUMA designs, made for those looking to stand out and outperform.

On October 16, 1968 at the Summer Games in Mexico City, American athlete Tommie Smith broke the 200m world record in PUMA spikes. When he walked to the victory stand, he wore black socks and carried a single PUMA Suede on his left hand. Mr. Smith famously raised his left Suede, placed it on the stand, then raised his right fist in a silent gesture that spoke volumes to the universal fight for equality and human rights. Smith later called the sneakers “strong, unassuming and dark” and the PUMA Suede became a small piece in the complex story of the civil rights movement. Its place – and importance – in American culture was secure.

The Suede’s notoriety didn’t stop there. In 1973, the Suede was endorsed by NBA icon Walt Frazier. The seven-time All-Star and two-time NBA champion was a star off the court as well as on it, becoming one of the first athletes to become as famous for his command of style, not just his sport.

Frazier was nicknamed ‘Clyde’ because of his similarity in style to the title character in film Bonnie and Clyde and the player was given his own sneaker, the Clyde. Yet again, the PUMA Suede had become an emerging symbol of pride and power.

Now 50 years deep, the PUMA Suede remains an important fixture in hip-hop culture and can be credited for taking B-Boy Culture from the Bronx to the world.

11

STYLE BREAKDOWN

AW17

CLASSICS

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source from Urban outfiter US Marketing campaign PUMA CLASSICS ARCHIVE Range

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X-TREME

X-TREME PACK This isn’t your average sporty tracksuit collection — PUMA’s new Sportsyle apparel is a modernized take on activewear for Fall/Winter 2016. The collection is dubbed “XTreme” for a reason: exaggerated and oversized silhouettes dominate in pieces including a longline jacket, cropped hoodie and baggy long-sleeved tops and bottoms.

Abundant in sporty edge, everything is meant to be mixed and matched for added versatlity.

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X-TREME

33

EXAGGERATED LINES - EXTRA VOLUME - EVERYTHING YOU NEED TO TAKE YOUR STYLE TO THE EXTREME

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Source from HYPEBAE AW16 collection - XTREME - PUMA First drop November 1 2016

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CHROMA

TONAL EXECUT I O N S T R E E T FA B R I C I N T E R E S T R A W MONOCHROMATIC

CHROMA

KEY

FA B R I C

C O R D U R O Y

O . G P O L O COT TON PIQUE O V E R I S Z E D JERSEY HOODY

F O O T B A L L C R E W COT TON PIQUE

44

CHROMA

THE ALTERATION PN-1

47 PUMA AND JANNIK WIKKELSØ DAVIDSEN OF HAN KJØBENHAVN EXPLORE DYSTOPIA WITH THE ALTERATION PN-1

For his fourth project with Puma's Co. Creative initiative, Han Kjøbenhavn’s founder and creative director, Jannik Wikkelsø Davidsen applies his singular vision and story-driven approach to design to a brand new sneaker silhouette designed in collaboration with Puma.

First unveiled at Han Kjobehavn's SS19 show in Paris earlier this year, the Alteration PN-1 quickly stole the affections of the sneaker-loyal base sitting front row, and now arrives for limited release in two OG colourways; accompanied with a characteristically Han lookbook that has plenty to say and breaks every edge of the mould set by the sneaker sphere.

The very embodiment of Davidsen’s dystopic vision, the Alteration PN-1 steps onto the tangled urban streets for SS19. Informed by Davidsen's upbringing on the oft-forgotten streets of outer Copenhagen, the sneaker arrives in tonal grey and vibrant yellow iterations. Far from the stereotypical Scandi tropes we see on screen, Davidsen has distilled the true nature and emotion of these Copenhagen suburbs into a sneaker that comments as much on the contemporary sneaker zeitgeist as it does on the life and times of Jannik himself.

Intertwining nylon, leather and suede up top, the design signs off with a stacked sole underfoot that is sure to elevate the foot to new heights.

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52

Simplicity and functionality are cornerstones of Scandinavian design, and Han Kjøbenhavn takes them to an extraordinary place.

Creative director Jannik Davidsen innovates with classic vintage workwear and a fondness for his stomping ground of Copenhagen, Denmark.

The latest PUMA x HAN KJĂ˜BENHAVN collection effortlessly combines performance-inspired elements with hand-crafted, analog detailing.

Muted tones and translucent materials are paired with bold, vintagecolors.

Sporty silhouettes are enhanced with visible stitching and raw elements.

THE KOOPLES

58

From the PUMA x THE KOOPLES collection, this cropped sequin top fuses luxe details with PUMA street style.

Founded in 2007 and headquartered in Paris, THE KOOPLES is a high-end French fashion brand known for its effortless, yet elegant, slightly androgynous and edgy designs.

Simple "French chic" in a high urban style is its signature. Inspired by dandyism and rock music and icons, THE KOOPLES offers a modern interpretation of both, making it one of the most established clothing brands to come out of France.

68

SOPHIA WEBSTER

Sophia Webster is a British shoe and accessories designer who launched her eponymous footwear line in September 2012. She is renowned for a feminine, bold yet playful design approach which has led to distribution at over 200 retailers worldwide.

70

source picture from HYPEBAE Behind the scenes glimpse at the campaign for “Princess PUMA�

PUMA x Sophia Webster SS18 collection on March 17.

70 71

source from HYPEBAE HYPEBAE headed to LA to get a behind the scenes glimpse at the campaign for “Princess PUMA” Exclusive sun-soaked images - first drop of the PUMA x Sophia Webster SS18 collection on March 17.

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Where sporty silhouettes meet street style fashion.

Long-time collaborators PUMA and Sophia Webster have teamed up for their fourth and final collection inspired by the wildness of the urban jungle. The British footwear designer and the German sportswear company’s latest range features vibrant colors, metallic flashes and hints of animal print.

POOL RIDER _ELEVATED BASICS _ SKATE INSPIRED _ FABRIC INTEREST_ SUMMER VIBES

LA FILLE DE LA PISCINE

82

E

GET SOM

E FU N

LET

M

CORE

DARK DENIM

19-4118 TCX

MIST GREEN

13-6110 TCX

CANTALOUPE

15-1239 TCX

ROSEWATER

11-1408 TCX

PLEIN AIR

13-4111 TCX

DOWNTOWN Q1

URBAN POOL PA R T Y URBAN POOL PARTY FETICHISM

There was no women,s skateboarding, they were only 1% of the market They never really had any clothing for girls ... you had to customize everything to make it works.

S K AT E A N D S U R F

FLOWER PA R T Y

MOOD

87

MUSE

_ DOWNTOWN _ELEVATED BASICS _ SKATE INSPIRED _ FABRIC INTEREST_ BACK BRANDING

_ELEVATED BASICS _ SKATE INSPIRED _ WINTERIZED FABRIC _ BACK BRANDING

_ DOWNTOWN

NO SKATEBOARDING

DOWNTOWN

CAREAUX Following the well-received debut collection in Autumn-Winter’16, Global Sports Brand PUMA and Amsterdam born illustrator and sneakerhead Careaux get together once again for a collection that infuses her unique dreamy designs across the classic footwear styles and contemporary apparel designs.Caroll Lynn more commonly known as Careaux, is a self-confessed sneakerhead and social media sensation. Recognised globally for her trademark digitally rendered artworks, she has caught the eye of major players in the street wear scene.

104 This season, the PUMA x CAREAUX collection is inspired by the designer’s travels through Asia, translating the classic Japanese cloud motif and its organic detailing to her signature romantic triangular illustrations. The cloud pattern adorns a range of silhouettes that fuse sportswear and fashion, framed by bold Japanese and floral graphics. This season also sees a shift in colour story from pink pastels to blue hues.

A modern interpretation of the Japanese cloud artwork has been blown up and applied to key styles such as the PUMA x CAREAUX Bomber Jacket (R1 999). The collection is further comprised of cropped tees (R799), boyfriend-fit shorts (R1 199) and tops (R699).

Featuring lightweight premium materials and feminine silhouettes, each style is the perfect companion for a hot summer’s day.

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x

SHANTELL MARTIN

Back in January, artist Shantell Martin and PUMA unveiled a capsule

collection. Now the visual artist and the sportswear label announce a second collaboration. This time around, the Spring/Summer 2018 pieces include an apparel and footwear range with Martin’s vibrant, whimsical artwork.

Shantell Martin has created a language of lines. Part whimsical, part autobiographical, her inky world of characters and messages bridges the gap between fine art, performance art, and everyday life. The debut of PUMA x SHANTELL MARTIN adorns PUMA classics with her signature illustrations and lettering. Premium materials, crisp blacks and whites, and intricate details – at once lighthearted and truth-seeking – stand out in this collection for the unique, the bold, and the playful.

Taking inspiration from the artist’s creativity and her innate passion for self-discovery, the co-branded collection presents new iterations of PUMA’s most iconic silhouettes. The apparel standouts include a navy one-piece and a two-piece dark blue set which comes with a cartoon print.

“I had a lot of fun collaborating with PUMA on our new collection for Spring/Summer 2018. It was cool being able to apply my artistic DNA to iconic PUMA silhouettes, but what I particularly loved about the project was hiding little messages throughout the product offering to make something truly unique.”

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OVERALL Cotton single jersey

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CHASE

CHASE THE NEW WOMEN 120 PROGRESSIVE STREET WEAR FROM PUMA This girl is READY to stop and start all over, READY to do it her way and READY to rebel.

Her confidence is her protest and all she wants is to rive from the crowd and rise to be the best version of herself.

CHASE CONCEPT

121

KEY WORDS: DE-CONSTRUCT , UGLY TRUTH, STREET , SELF EXPRESSION , PROTECT & AUGMENT, PROTEST, CONFIDENCE UTILITY, REBELIOUS.

CHASE

MUSE

CHASE

YOUNG _FRESH _DETERMINED_ EXPRESSIVE_ URBAN SPORT

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CHASE

125

CHASE

126

CHASE

127

MUSE CONCEPT

source from HYPEBAE AW18 collection - CHASE - PUMA

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136

PACK SS17

XTREME NO FRILLS NO FOULS

EXAGGERATED LINES - EXTRA VOLUME - EVERYTHING YOU NEED TO TAKE YOUR STYLE TO THE EXTREME

MOOD

141

BARBARA,26 years old

She is our target consumer for this package.

Blogger, Instagram Fashion and Sneakers addict, Sportgoods comsumer, influencer above all . She knows how to style. She reads WAD, she wears pinks sneaker with frill skirt dress and she likes to say that she is a weird fusion between Barbie and Azealia Banks, this hybrid between FKA Twigs and My Little Pony. She likes unusual and unexpected mixes and encounters. Her universe is not about being contradictory, but about contrasts.

Last Purchase : Fenty Sleepers https://www.instagram.com/malebitch/ https://ilovemalebitch.com

X-TREME

142

X-TREME

144

X-TREME

145

X-TREME

X-TREME PACK FALL18 BACK TO SCHOOL 146 Class is back in session!

The uniform classics were all present — but with a Bad Gal twist.

Cable knit was sensually draped off of the shoulder; button-up shirts were completely shoulder-less; polos were cut super-short for an underboob effect; pleated skirts had asymmetrical cropping; “FS” and “FU” varsity lettering repped loud and proud among sports-inspired pieces. Shoe-wise, sock heel booties and boots laced all the way up to the thigh were among some of the new models to debut as well as an updated Creeper. Representative of the school cliques from preppy to goth to jock, Rih introduced a new color palette into her range with an abundance of yellows, oranges, maroons and greens enrolled alongside a heavy use of plaid throughout.

source - pictures from ASOS AW18 collection - XTREME PACK - PUMA Archive n1 logo hoody with appliquĂŠ.

X-TREME

154

source - pictures from ASOS AW18 collection - XTREME PACK - PUMA wide full zip jacket - Archive T7 legging. V-neck with snap buttons details on back . Archive n1 logo tee.

source - pictures from ASOS AW18 collection - XTREME PACK - PUMA

X-TREME PACK AW17

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O V E R B R A N D E D TA P E & BUCKLE MIROR EFFECT OVERSIZED SHAPE VS T I G H T XTREME PROPORTIONS

X-TREME PUMA 2018 BEACH DRIVE X-TREME PUMA

GREEN GECK

X-TREME PUMA 2018 BEACH DRIVE X-TREME PUMA

PLAT BLUE

PUMA BLACK

X-TREME PUMA 2018 BEACH DRIVE X-TREME PUMA

PUMA WHITE

KNOCKOUT PINK

CEMENT

SULPHUR SPRING

GLOSSARY

FLAVOR WHAT

IT

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.

PROGRESSIVE GOI NG

F OR WARD

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FUTURE

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EXAGGER ATED LIN ES

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EX TR A

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B O LD NE S. VO LUME S

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THE END

LAURA MONDAINE - PORTFOLIO - 2019 EDITION - PUMA SE HEADQUARTER wOMEN DESIGNER - 7 SEASONS - BU SPORTSTYLE - PRIME & SELECT

A!!