High Fitness meets High Fashion

To celebrate the launch of their first sport-fashion apparel collection, Alexander McQueen and PUMA have created the brand movie Ghost featuring the Autumn/Winter 2009 collection. Under the direction of worldwide renowned director Saam Farahmand and with the creative direction of Alexander McQueen, the short movie features two models engaging in a powerful and breathtaking dual.

The metaphoric concept of 'Power' is the DNA of the new collection. Physical and mental power exist at the very core of sport, and the collection strives to interpret and convey it in innovative and unexpected ways.

The team theme for the Autumn/Winter 2009 collection is boxing - a sport with power at its essence, referenced in style, color and material applications. The concept of 'Power' is represented by 'Crane vs. Tiger', the new iconic brand image created by fashion photographer Nick Knight and Alexander McQueen

It's no secret that Puma has made the clear choice to marry high fashion and high function in their sports wear designs and this collection from McQueen is no different.

Beautifully designed trainers, leather bomber jackets, work out gloves and t shirts are included in a collection of sportswear that even "Pretty Boy" Floyd would be proud to stunt in (as they say).

I'm not sure if this kind of high fashion-very grown up-sportswear is becoming more popular because athletic apparel is in desperate need of some aesthetic overhauling or simply because brands like puma are becoming aware that there is an ever increasing population of men who are getting older but don't want to be reminded of that fact.

Whatever it is, I like it!

Make it an Outstanding Day!

- Kenyatte