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Introducing Puma’s new art director: Beyonce’s sister

Famous sibling and pop star in her own right Solange Knowles has been announced as the new art director and creative consultant of sportswear brand Puma.

Solange Knowles for Puma

Although Knowles and the sports-focused brand is a slightly random link up, what will the snappy dresser bring to the label other than great exposure of course? Revealed via her Instagram, the performer will take up design tasks as well as creating special content, ad campaigns and events, alongside working with emerging talents including artists, photographers and graphic designers.

With the likes of Nike and New Balance captilising on the recent trainer trend and retro sneaker styles still flying from the shelves, is this Puma’s way of getting back in the race? As long as it steers clear of the typical ‘celebrity collaboration’ and taps into the younger Knowles’ respected fashion credentials, this could be a great link up.

Her first release, pictured above, sees Knowles hand pick four designers to reinterpret the classic Puma Disc shoe, resulting in a Brazilian themed range titled Girls of Blaze, due out in February 2014.

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