Alexander McQueen X Puma – The Growth of Fashion Collaborations

Alexander McQueen X Puma

Alexander McQueen and Puma started their fourth collaboration back in August with an extensive collection of trainers. The Puma x McQ’s s Autumn / Winter 2015 collection combines the British fashion designer’s edgy urban look with Puma’s classic designs. The range includes low shoes, mid tops and high tops.

MCQ tech runner mid

Fashion Collaborations Growing

We are seeing more and more collaborations between designers and sportswear companies, this is part of a broader movement in fashion called Sports Luxe which is growing year after year. The Sport Luxe aims to bring fashion elements to what is considered sports wear. Trainers were for a long time not only bought for the sport activity alone, they were bought as a fashion statement. What has now happened is that some fashion house or designer name has been fused with it, to give it a more unique and upmarket statement. With it a whole range of other sportswear articles like tracksuit bottoms and tops, T-shirts etc all get the designer makeover.

Adidas Fashion Collaborations

Adidas works with designers like Stella McCartney, Raf Simons, Rick Owens, Mary Katrantzou and Jeremy Scott. But according to Schönberger creative director of Adidas sport style division, the success of Adidas’ recent fashion collaborations is better measured in terms of brand metrics than sales.

“Adidas has always been known for breaking rules and doing something unexpected. This is something that we want any collaboration to deliver. I think the success is not wholly financial; it’s how people are starting to look at Adidas. It helps us to create a lot of energy for the brand. And, it makes people look again, on a deeper level, at the Adidas product.” – Dirk Schönberger

Adidas Raf Simons

Collaborations With Artists

What is following is collaboration with high profile artist like Pharrell Williams and Kanye West. The recently launched Adidas Yeezy Boosts by Kanye West where sold out online and in retail stores within matter of days, with fans camping outside retail stores. Pairs went on eBay for as much as $10,000, a crazy mark-up compared to the $200 retail price.

Pharrell Williams X Adidas Collection

Kanye West X Adidas – Yeezy 350 – Sold out quickly with fans camping for days outside retail stores.

Limited Editions

The limited editions are not only for the trainer market, recently Puma & Alexander McQueen launched a limited edition of the Puma King football boot. The design is heavily inspired by the old Puma King launched in 1968 and worn by legends like Pele, Johan Cruyff and Diego Maradona. These limited editions will see only 100 pairs made, good luck on getting your hands on one of those.

The McQueen X Puma – Puma King limited edition

Photo Shoot

MenStyle Fashion did a recent photo shoot with the McQueen X Puma collection courtesy of Brandoutlet.