For the first time, German sportswear brand Puma will consort with fashion designer Masaba Gupta. Limited edition shoes from that collaboration will be available to buyers. Economic times reports more on the development.
Masaba Gupta will be hand-painting the Puma shoes. She has designed two lines in this collection addressing the growing emotional health concerns like anxiety in today’s youngsters. She exclaimed, “Anxiety seems like a curse on this generation and therefore the anti-anxiety shoe shades light on this issue. Identity is another issue that needs to be addressed.”
Decades ago, Puma India has associated with designer Aki Narula to design an athleisure apparel line for women. Puma’s current roster of celebrity faces in India includes cricketer Virat Kohli, Boxing champion Mary Kom and actress Sara Ali Khan.
Masaba Gupta’s Puma range will be sold through the sportswear brand’s online channel and one flagship store in Mumbai. Gupta’s fashion label, House of Masaba, also recently raised 1 million dollar in the frst round of funding led by Flipkart-cofounder Binny Bansal.
Source: Economic Times
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