PUMA Presents FENTY in Vogue with Disha Patani

Marketing | June 15, 2017 | News

Puma Toast Events Disha Patani Vogue India

PUMA hosted an exclusive event for Rihanna’s FENTYxPUMA on June 9. Breaking the format of sporty fashion events in India, PUMA associated with Toast Events to conceptualise and execute the event.

Changing the concept of a conventional event, the idea was to partner with the best in fashion and present the collection in a way never seen before.

Celebrity stylist and Fashion Director at Vogue, Anaita Shroff Adajania teamed pieces from the Fenty collection with garments like lehenga’s, sarees, etc. and accessories by leading Indian designers and artists, creating an interesting showcase which was aired live on the leading publication Vogue’s digital platform.

Giving life to the ethos of the Fenty collection, Toast Events organised the soiree at an old bungalow nestled in the heart of Mumbai. Using the space innovatively, the fashion showcase was hosted on the grand staircase of the bungalow against an elaborate floral backdrop, while trails of plants adorned the pillars.

In creative association with PUMA, Toast Events created a museum experience for the guests as thematic elements translating Rihanna’s vision for Fenty were created showcasing the range of products, as also offering the guests an opportunity to purchase products from the range at the Pop Up.

Culminating the showcase global sportswear brand PUMA announced its association with the new face of Indian cinema, Disha Patani. Disha, now a part of the PUMA family, comes on board as the brand’s Sportstyle and Fitness expert for India.

Speaking about the association, Disha Patani said, “I am very happy to be associated with PUMA as it is a brand that I have always loved. PUMA products have that perfect blend of comfort and style, making it the number one go to brand. What I like the most is that you can go straight from gymwear to street style in minutes with PUMA products. Right now one of my favourites is the lace up heels from Rihanna’s FENTY collection.”

Anaita Shroff Adajania, Fashion Director, Vogue added, “I am so excited to work with Rihanna’s FENTY collection for PUMA and add the fearless sexy Indian twist to it. Diversity at its best!”

On managing the event, Nilesh Gurav, Director, Toast Events remarked, “Fenty is a unique offering from the house of PUMA; adding to the experience, we created an interesting showcase for the world to see, as an unconventional venue and unconventional backdrop took the event to the next level. Challenged by the monsoons, since the event was set outside, alternate plans and ideas were aligned in case the need to turnaround the event.”

Michelle Sanghvi, Head – Client Servicing, Toast Events added, “Our association with PUMA has been long; with each event it is imperative for us to create and devise new and innovative ideas and concepts. Interesting space and décor was the main objective for this event as we needed to translate Rihanna’s vision for Fenty in India.”

 

Giving life to the ethos of the Fenty collection, Toast Events organised the soiree at an old bungalow nestled in the heart of Mumbai.

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