Fenty x Puma

As a part of my research for Active project, I was looking for examples of modern approaches to sport / activewear and I found unusual collaborations between high-end and sportwear brands as Fenty and Puma.

The collection does not really contain garments which can be used as sportwear but they do have sportish vibe, created by usage of bright, contrasting colours.

The collaboration between completely different brands and innovative combination of elegancy and convenience, for instance model wearing high heels and baggy clothes emphasize the contrast. It is an amazing opportunity for both brands to get to wider range of customers, Fenty becomes more accessible, and Puma starts to be more exclusive, luxurious.