hussein%20chalayan%20aw%2008%201.JPGPuma revealed today they have hired Hussein Chalayan to be the company's creative director, Puma Chief Executive Officer Jochen Zeitz said: "Chalayan is a proven visionary in the fashion, design and art industries''. Chalayan will be responsible for the creative work behind all the company's footwear apparel and accessories.
The news comes just after Chalayan's Paris catwalk show which saw models gracing the catwalks to the a cappella sounds of folk songs, jungle noises and religious chants. Two models (left) ended the show in a light show symbolising the Big Bang. Other prehistoric references included stone and ape print dresses and rock-like jewellery which was in fact Swarovski crystal.

[Source: Bloomberg]

Chalayan might seem an odd choice for Puma but the company founded the PUMA Central Saint Martins Bursary Fund in February 2007 and is obviously looking to increase its fashion forward image to compete with rival Adidas' collaborations with Yohji Yamamoto and Jil Sander. The German sportswear manufacturer has also acquired a majority stake in Chalayan's comapny. Zeitz added that Turkish-born Chalayan will "push the boundaries to create new things and ideas''.