When Fashion and Music Collide: Part 2

In our last fashion related article we talked about how luxury brands are associating themselves with music and emerging bands in an attempt to appeal to a younger and a more trend-shaping audience. This time around we take a look at how sports/lifestyle brands are approaching the fusion of music and fashion in ways never seen before…

Trendy sports brands have always appealed and tried to appeal to this younger demographic – so it only makes sense that they would be the ones initiating new channels of communication between themselves and the audience…such as what PUMA, the sportswear company, is doing by implementing its creative pull to draw in the music and cultural scenes in select cities around the world.

PUMA’s creative factory is a cool initiative where artists and designers are given the access to a myriad of materials and resources offered by PUMA to create and design their own shoes which reflect their signature styles or however they feel at the moment!

You may ask, what does this have to do with music? And here is your answer – PUMA is also working with musicians and bands from different scenes and in different cities in order to create interesting and intersecting collaborations.

And since Dubai is one of the cities where the PUMA Creative Factory ‘operates’ it’s only fitting that a Dubai-based band would be a part of a fashionable creative project with a Dubai-based artists…The band is Behold the Locus and the artist is Diya Ajit. Diya has created her own signature sneaker through the PUMA Creative Factory which the band (Behold the Locus) will be sporting in their upcoming promo (video, gigs).

Such collaborations provide the bands with an interesting experience of working with similar creative minds in cool atmospheres (not to mentiones the personalized gear!) - which in turn creates a rich platform for a cycle of creativity and inspiration.

Besides the promotional factor for a brand like PUMA, the mere association with locally based artists and musicians is probably the best way to be on the pulse with what the audience really wants. Music and fashion are both expressive forms of art and creative outlets so it is no wonder that both elements would and should inspire each other.

PUMA Creative Factory Music Video