BY EVE CHEGE
Solange Knowle’s new lookbook for her Puma sneaker collection was finally released recently this month and to much acclaim, even selling out at the launch. The project is dripping with Solange’s style so much that you’d expect her to be in it! Back in November, she was named Art Director and Creative Consultant for PUMA, and she immediately went to work to give the shoe line a fresh new look.
Solange Knowles, collaborated with Gerlan Marcel of Gerlan Jeans & Puma creative designer Hisham Bharoocha and designer-sisters Lizzy and Darlene Okpo (of the Nigerian label William Okpo) —to add their own personal touch to the classic disc sneakers, which were transformed into works of art in a range of neon colors, and drew inspiration from Brazil in releasing the “Girls of Blaze” disc collection.
“I really wanted to make a collection that spoke to the girl like me, a young creative woman, that may not historically be a sneaker chick, but loves style and has fun with fashion,” Knowles said in the campaign video.
The new campaign, was as well shot by her boyfriend and talented director Alan Ferguson, featuring girls with wild natural hair, dressed in spring time colors, while also allowing the sneakers to make a bold statement.
Speaking on the campaign in a behind-the-scenes video, Solange recently revealed why she now prefers to swap out her stilettos for a nice pair of sneakers: “I will be the first to admit, sneakers were always mostly used in my lifestyle in an athletic setting. However, once I moved to New York that changed. When you’re walking from spot to spot, hopping in and out of cabs and the train, by mid-day the thing that suffers the most are your feet. Going out at night? Forget about it! So I started to try to structure my outfits around a statement sneaker honestly out of practicality.”
Previously, Puma’s disc blaze sneaker was made only for men, until now. Solange and her designer cohorts have created the first ever women’s collection of the lace-less sneaker. Hence, Puma couldn’t have made a better choice than Solange Knowles to act as Creative Director and help build a new vision for the brand.
“I think women have really focused on the idea that sexiness and femininity is a state of mind, really projecting confidence throughout the voice of saying when I feel good, I look good. That can be interpreted in so many ways…but certainly a level of comfort can exist. You will never have more fun at the club when you are wearing sneakers really dancing your ass off! I’ve also noticed the gender lines have crossed so much when it comes to sneakers as well. Women are wearing men’s sneakers, and I can’t tell you how many men have asked me if the Discs from my collection will come in larger sizes so they can rock them as well!” ,Solange added.
Solange is known for her use of vibrant colors, patterns and prints, which is evident throughout the “Girls of Blaze” collection. Each design is a true reflection of the fashionista’s style that attracts you to fall in love.
Photos courtesy of PUMA, solange knowles (solangeknowles) on Twitter & saintrecords’s Profile • Instagram via replay254