|It’s just been announced that Puma’s entire footwear collection and marketing content will now be under the creative eye of Beyoncé’s younger sister, Solange Knowles, throughout 2014 and beyond.
“Working with Puma has allowed me to express my love for not only design, but the conception of creative ideas, and the execution of them by curating amazingly talented teams,” explained the singer and songwriter in an official release.
As part of this new creative relationship, Knowles will supervise Puma’s Women’s Lifestyle category and act as a creative director for the footwear collection and marketing content. In this context, she designed the so-called Girls of Blaze Disc Collection, which features four contemporary versions of the iconic Puma Disc Blaze shoe, which will hit stores in February 2014.
According to Knowles, the collection was inspired by the sights and sounds of Brazil, making a nod to the upcoming 2014 FIFA World Cup. For this purpose, she hand-picked up-and-coming creatives, who have added their own touch to Puma’s Disc Blaze shoe, including Gerlan Marcel of Gerlan Jeans; musician and photographer, Hisham Akira Bharoocha; and Darlene and Lizzy Okpo, designer-duo of womenswear brand, William Okpo.
“I’ve had so much fun producing special content, events, and working alongside the Puma team with some of my favorite emerging artists, photographers, and graphic designers, to create activations, that really celebrate both mine and Puma’s approach and philosophies,” concluded the singer.