PUMA made an appearance at New York Fashion Week on the arms of Lydia Hearst. The model and young fashion icon teamed up with PUMA to launch a limited edition bag called The PUMA Lydia Bag. The bag, which was co-designed with Hearst’s long time friends, Richie Rich and Traver Rains of Heatherette, is inspired by Lydia and is a luxurious, custom version of the PUMA’s French 77 Racket Bag. The PUMA Lydia Bag made its debut at Heatherette’s “Over The Rainbow” Show Tuesday evening at Bryant Park. The PUMA Lydia Bag by Heatherette comes in three colors: “Delicate,” “Night” and “Wild.” Only 100 bags will be made, with most bags given to personal friends of Hearst. A very limited number of bags will be available exclusively at The PUMA Black Stores in New York City’s Meatpacking District and Tokyo beginning in May. Hearst will also auction the PUMA Lydia Bag by Heatherette at the Designers for Darfur Charity on February 9th during an event in which Hearst serves as the co-chair.
And here it happened again, exactly what we were talking about in our recent Runway feature. High fashion mixing with more casual brands. Read it all here.