Iconic sportswear brand PUMA has stepped into the realm of high fashion with the first collection of an ongoing collaboration with McQ. PUMA x McQ debuted their AW14 collection with an exclusive launch party at East London hotspot Factory 7 on Wednesday 16th July.

Distilling the youthful experimentation and creativity of McQ and PUMA’s unmistakable sporting heritage, the sneaker collection draws on their divergent experiences and presents a series of footwear that fuses performance with fashion. Celebrities and influencers arrived in force to preview the PUMA x McQ AW14 footwear range with attendees including Ella Eyre, Aluna George, Dionne Bromfield, Mary Charteris and Robbie Furze. 

Celebrating in style, guests soaked up the atmosphere whilst listening to a DJ set from  underground disco, London DJ collective, Horse Meat Disco. Away from the dance floor, attendees were treated to delicious food from the CheeseTruck LDN and tacos from Breddos washed down with cocktails from Ciroc and craft beer from Pistonhead.

The event was a great success and provided a stylish reception worthy of launching PUMA x McQ’s debut collection.  

The PUMA x McQ AW14 collection arrives in stores August 1st.  Keep updated by visiting http://uk.puma.com/

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