Shona Moran
PUMA have teamed up with leading fashion model – Winnie Harlow, for the global campaign of its latest footwear release, the Kyron. The modern silhouette offers a brand-new take on the brand’s classic retro style, all while incorporating an updated fusion of high fashion elements – taking this new release to the next level.
Designed to awaken the boldness within, and created for the fashion rebels, or the pack leaders who destroy doubts, don’t care about trends and aren’t afraid to show their wild side – Kyron Awakening boasts a futuristic twist, transcending the realm of conventional, everyday footwear.
The streamlined profile of the design is fiercely enhanced by an overlay of metallic details and daring upper shades, uplifting a subdued background of white suede and leather. Through a blend of textures and tones, PUMA achieves a fun, yet feminine look that makes a statement. The Kyron Awakening is currently available in two colourways for the first drop: PUMA White-Dazzling Blue and PUMA White-Marshmallow. Both styles bring something different to the table; the former can be characterised by the stand-out blue indigo accents and the brand's distinctive formstrip in black, while the latter makes use of softer tones such as pink and green.
The aesthetic of the creative campaign is immersive and transformative, showcasing PUMA's exploration of the fantastical aspects of the fashion world through this new design. The iridescent colouring of the futuristic background perfectly reflects the intentional boldness of the Kyron Awakening. Just as the campaign itself refuses to go unnoticed, Winnie Harlow is front and centre of this all-encompassing backdrop. Harlow is the epitome of a fashion rebel – unapologetic and unafraid to define her style. Ultimately, PUMA chose her to be the face of the Kyron because she is not scared to go against the norm – Harlow exhibits unique confidence that enables her to be a global trendsetter.
Harlow took to Instagram to announce her partnership with PUMA for this new campaign, praising the brand for the opportunities they endow the model with “to champion people and organisations working to make meaningful change.” Beyond her supermodel status, Harlow is also an activist and public spokesperson on the skin condition vitiligo. She frequently speaks out on subjects relating to injustices and inequalities within society, and over the past few weeks, has used her platform to highlight these issues.
In line with the essence of the Kyron Awakening, Harlow claims: “Kyron shoes are anything from ordinary as it really stands out from the crowd”. PUMA encourages us not to settle for ordinary, through both its designs and choice of ambassador – someone who consistently uses their voice to uplift and empower.
Cop your Kyron Awakening on PUMA.com, PUMA Stores and selected retailers globally.