PUMA’s Latest Exclusive Fashion Collection shot in South Africa

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PUMA diversifies its Autumn-Winter ’18 Select lineup by partnering with up and coming fashion brand AYT?O | Outlaw Moscow. Born from the streets of the Russian capital and founded in 2014 by designer duo Maxim Bashkaev and Dilyara Minrakhmanova, AYT?O | Outlaw Moscow is a progressive fashion brand. They have participated in Paris and Milan fashion weeks multiple times, shot the “Outlaw Film” (which won the SHOWStudio Film Competition) and shot the “Outlaw Film 2” together with legendary photographer Nick Knight. The brand has also dropped several secret parties in Moscow and formed a large community of creatives.

The debut PUMA x AYT?O | Outlaw Moscow collection incorporates unique and eclectic influences and is a fusion of streetwear and high-end fashion, grime and luxury. It consists of distinctive Russian design elements: minimalistic branding where PUMA is translated into Cyrillic – ?YMA alongside with Outlaw Moscow’s famous logo AYT?O – a phonetic transcription of the word “Outlaw” in Cyrillic. The styles feature industrial design elements with a combination of elegant floral prints from Russian retro illustration books, adding crisp colour-blocking inspired by avant-garde art legacy. This all comes together in an eye-catching, provocative and complex collection. Thus, PUMA and AYT?O | Outlaw Moscow stand together to deliver a message of diversity with a collection designed in Russia, shot in South Africa and available worldwide in July, 2018.

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