Puma and high fashion brand Karl Lagerfeld are cooperating for a second time on a capsule collection. In our interview with Pier Paolo Righi, CEO of Karl Lagerfeld, we talked about the similarities between the two brands, how things continued after the designer's death and why streetwear and high fashion form such a good symbiosis.
This is already the second cooperation between Puma and Karl Lagerfeld. How did the cooperation between the two brands actually come about?
The first collaboration was a great success already. The working relationship between both teams in both brands has been excellent. Therefore, the continuation came very naturally. I believe this is also very much due to the fact that both brands are sharing same or similar attributes–like staying irreverent and connected and pushing the boundaries in a very relevant way. This make it a perfect and very genuine fit.
The second collection was created after the death of Karl Lagerfeld. Did this have any influence on the collection?
Karl has been building over the last years an amazing creative team under the leadership of his design director Hun Kim. The team that worked on that collaboration is the same that Karl worked with for the first collaboration. This means a continuation in the collection’s spirit and handwriting.
What distinguishes the Puma x Karl Lagerfeld collection from the first? Is another collaboration planned?
It is again looking at the inspiration and spirit of the street and translating it into a collection that resonates with this connected street-style audience. The collection is developing hand in hand with the developments that are happening in the street.
Streetwear and high fashion have been fertilizing each other for several seasons. Why is this relationship going so well? Why does this combination sell so well?
In order to really be yourself you don’t want to be put into a specific box that is called streetwear, fashion or whatever. You want to be inspired by cool styles that help you to express your personality in your own way. If two brands hook up that that bring their best expertise and capabilities to the table to create something cool it doesn’t matter what field they are from. I believe we managed well to create with the creative blend of our both teams a strong line with a strong voice and that is why it does work so successfully.
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