Sport brand PUMA announced a special relationship with singer, songwriter, record producer, model, and influencer Solange who will act as a creative consultant for the brand and lend her creative talents to PUMA’s Women’s Lifestyle category.
This February marks the launch of the Girls of Blaze Disc Collection, which see’s Solange as artistic creative consultant and art director for this fashionable Women’s only collection, featuring four unique styles of the PUMA Disc Blaze. All visual and creative digital content in support of this release was managed, photographed and styled by Solange.
The Girls of Blaze Disc Collection will be exclusively released by Opening Ceremony from February 7th – February 22nd, followed by key US-based only specialists like RIME, Revolve and American Rag, as well as department stores, such as Nordstrom and Fred Segal from February 22nd, nationwide. The Girls of Blaze Disc Collection was inspired by the sights and sounds of Brasil.
With all eyes on Brasil in 2014 for the world’s largest soccer event, Solange celebrates the nation’s spirit with this collection. She enlisted four up-and-coming designers to put their own creative spin on PUMA’s Disc Blaze style. Gerlan Marcel of GERLAN JEANS; visual artist, musician, and photographer Hisham Baroocha; and Darlene and Lizzy Okpo, design team for the women’s wear collection William Okpo, have each created their own colorful interpretation of the PUMA Disc.
“Working with PUMA has allowed me to express my love for not only design but the conception of creative ideas, and the execution of them by curating amazingly talented teams,” said Solange. “I've had so much fun producing special content, events, and working alongside the PUMA team with some of my favorite emerging artists, photographers and graphic designers to create activations that really celebrate both mine and PUMA's approach and philosophies.”
The style that was chosen for the Girls of Blaze Disc Collection was selected by Solange as it is one of her favorite heritage running styles. The PUMA Disc Blaze was first introduced in 1992 as the world’s first laceless running shoe, just turn the Disc’s dial and the internal wires tighten the upper to maximize fit and comfort.