Sportswear giant Puma and luxury footwear designer Tabitha Simmons have just dropped a collection on Drest, the world’s first shoppable styling game for luxury fashion. Very much a case of ‘opposites attract,’ the collaboration marries together Simmons’ ultra-femme DNA with Puma’s sporting excellence, to produce a seven piece collection that includes trainers, accessories and leisurewear. The collaboration has said to be a lifelong dream for Simmons, who “grew up wearing Puma Californias.”
Not at all like the Puma Californias, Tabitha Simmons shoes sway more towards decadent details such as silk ruffles, vertiginous heights and velveteen buttons. First a stylist, then an editor, and having also dipped into the world of modelling, perhaps what makes Simmons so good at footwear design is her experience within the industry. Her opulent signature style has a distinctly vintage feel, making it a favourite amongst the likes of Miranda Kerr and Alexa Chung. So why decide to venture into a sportswear collaboration now? “More than ever, women are incorporating athleisure into their everyday wardrobes and I wanted to combine that with my feminine, very British inspired brand aesthetic,” says Simmons.
What do you think of when you consider what’s feminine? Flowers? Butterflies? Pink (or maybe lilac)? Perhaps that’s what Puma was missing before, because so often activewear can be so... boring? Taking classic Puma pieces such as the Cell Stellar and Ralph Sampson sneakers and giving them a zhuzhing up with her girly-girl sensibilities is Simmons' way of tackling this exact problem. And what’s most interesting is its launch on Drest, the app gamifying luxury fashion. According to Simmons, on Drest everyone can be a stylist, “I became excited about the idea of launching a collaboration on a video game platform. I love the way that Drest gives everyone a chance to be a stylist and express their creativity. It’s a new way for brands to interact directly with their fans” she comments.
To celebrate the drop, Drest are hosting a competition in which players can partake in a photoshoot challenge, sharing their creations using #DrestLovesPumaxTS. The submissions will be reviewed by Simmons herself, and 10 will be chosen to win either the backpack or waist-bag from the collection, or find it both on puma.com and tabithasimmons.com. If you’re in need of some new year’s fitness inspiration, take note.