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Chalayan and Puma team up

Sports brand Puma has signed designer Hussein Chalayan as its new creative director to oversee the brand’s Sport Fashion collections, including footwear, clothing and accessories.

Puma has also acquired a majority stake in the London designer’s eponymous fashion business and women’s catwalk brand. This will make the Hussein Chalayan brand part of the Puma Group, alongside lifestyle brand Tretorn.

“Combining Puma’s infrastructure and technological platform will enable us to turn experimental ideas into reality for both the Puma and Chalayan lines,” said Chalayan.

The first Puma collections under Chalayan’s direction will launch for autumn 09, although there are likely to be a few Chalayan designed pieces in the spring 08 range.

Chalayan has twice been named British Designer of the Year. He is famed for inventive collections that fuse technological innovation with highly artistic themes.

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