PUMA x McQ SS16

posted by Alice Harrison May 20, 2016

Following from the release of the SS16 video, PUMA x McQ have released their SS16 campaign, continuing the embedding of the torn paper edit creating their multi-layering technique which resembles a scrapbook effect. The styling is transformed through the post-production process of layering the digital photography, shifting the garments from the expected into unique and dynamic silhouettes, through the compositional crops of both model and product.

The collection takes inspiration from extreme sports and protective structures, while still merging PUMA’s 90’s executions with Alexander McQueen’s iconic fluency in fashion, combining both the renowned performance characteristics and celebrated aesthetics, resulting in a retro-futurist styling which translates through the imagery. Captured by Mel Bles and starring Aske Hyldborg Jensen, the scrapbook effect is intelligent in its subtle emphasising of the footwear, contrasting the designs from the remainder of the image and using complimentary colour palettes to highlight the playful accenting of the trainers.