NewsThe Weeknd and Puma Are Going to Make Beautiful
Music Clothes Together
Following the well-received Fenty Puma by Rihanna runway show in Paris on Wednesday, Puma has announced a new deal with another Grammy winner; Abel Tesfaye a.k.a. The Weeknd. As part of the agreement with the German brand, Tesfaye will front the campaign of one of Puma’s existing labels—in this case the SportStyle range, previewed above—in addition to designing his own exclusive collection of sneakers and apparel. Puma cited Tesfaye’s “laidback, streetwise style and swagger” as the reason for choosing him as a brand ambassador and creative collaborator. Also, um, that little thing called “Starboy”.
Tesfaye’s personal style might be safer than most modern-day music legends, but it’s damn cool too. If the Puma collection feels true to his uniform, it’ll include boxy jackets, just-long-enough T-shirts, and sneakers with a pared down, old-school feel. Tesfaye is a fan of Adidas Superstars and designed a basketball-inspired sneaker for Alexander Wang last year that was simple and luxe-y in a good way. Of course, Tesfaye also loves him some Yeezys. Guess he’ll have to suppress that urge for a little while.
Expect to see The Weeknd’s full campaign for Puma in November of this year, right when the full “Starboy” album drops, while the collab will debut sometime in 2017.