Mercedes-Benz Fashion Week Berlin a/w 2011: PUMA Grip Bag by PUMA & Sakina M'sa / Foto: Mercedes-Benz Fashion Week Berlin
We talked to Stuart Adams, creative director in charge of accessories at Puma, and designer Sakina M’sa about the strains of a promotional tour, their wishes for the future and above all the ideas behind the bag.
You will be giving dozens of interviews today. How do you feel about that and do you ever get sick of it?
Stuart: Of course it’s a bit of a strain. But we’ve worked for this collection and want to give it a decent presentation. Also, it’s my task as designer to explain certain details to the public. It probably isn’t obvious that our collection is made of recycled materials.
How important is the principal of re-use in this collection and for Puma in general?
Stuart: Sustainability is a central issue for us. It goes hand in hand with social commitment and is imperative. As a major brand, we have a responsibility to people; to the world. So we create consumer items, but we don’t want to lose sight of what it’s about in the end: people.
Sakina: Our collection is intended to draw attention to the ordinary worker. Good, honest manual work as the foundation of our fashion. From my first contact with Puma, I sensed that I was working with real people here – people who believe in something, who have values and possess incredible amounts of energy and creativity.
How was it for you as a young designer to work with a large team and did it provide any learning opportunities?
Sakina: Actually I learned a lot. I think the most important thing for a designer is not to shut yourself off but to approach the world with an open mind and let yourself be inspired. That also involves knowing your own limits. Working with a well-established brand like Puma allowed me to try out new things in the production process. Together we created something wonderful which bears the spirit of all those involved in it.
Puma often employs designers and artists in collaborations which enhance the social image of the company. To what extent is this just part of a big corporate strategy?
Stuart: I myself don’t have a sense of that at all. My concern is the people I work with. If you look at the history of Puma you can see that charity and fair trade have always played a major part in the profile of the company and not only since it has become fashionable.
Sakina: I can personally confirm that. Puma is doing some great work in Africa. I would never work with a company whose values I didn’t believe in. That is the crucial thing in the working process: that you make progress together, hand in hand.
What would you like to achieve after this collection and who would you like to work with?
Sakina: I don’t have any plans. Right now I’m happy to enjoy my wonderful collection with Puma and the exciting and interesting time I’m having in Berlin. Of course it would be a dream to work with designers I admire in the future. Especially Hussein Chalayan, who never fails to impress me with his amazing designs.
Stuart: I like that answer... For all those who don’t know: as well as working on his own label, Chalayan has been creative director of sportswear at PUMA since 2008. (This incites general laughter).
Whether it’s a case of an ingenious marketing strategy or an honest passion for design, Puma and Sakina M’sa are obviously on the same wavelength and work beautifully together.
(German text: Lisa Kober for creative face Magazine; Translation: Charlotte KreutzmĂĽller)
