• Moodboard and creative research

  • Market research and analysis

  • Fashion Design WW/MW

  • Textile design and sampling

  • Accessories design

  • Tech pack

Puma commissioned the design of a sustainable capsule collection specifically for 15-24-year-olds, emphasizing the use of eco-friendly materials, ethical sourcing, and sustainable manufacturing practices.

The concept and collection reflect Puma's commitment to environmental responsibility while appealing to the target demographic's sense of style and trends. Elements of collective storytelling and human touch are used for campaign proposal and as an impactful tool.

  • Industry project supported by Central Saint Martin

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The will behind the project was to build a collection for Puma that was reaching beyond the nature of the garment’s surface.

The collection became a shared wearable testament that was tapping into people’s emotions while also being reminder of the deep and intimate connection we have with water.

That was my love letter to water.

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XU ZHI