We’ve got a huge treat for you today! Lesley Morphy recently worked on the PUMA International press launch for PUMA Cedella Marley (Bob Marley’s daughter) Olympic Wear Collection. The coverage on the collection will run this summer, but Lesley’s been kind enough to share the creative process behind the fashion show and set design with all of us.
PP: So tell me about the project…
LM: PUMA International PR hosted a global press launch for long-lead international fashion, lifestyle magazines. Editors from top-tier magazines were invited to preview the PUMA Cedella Marley (Bob Marley’s daughter) Olympic Wear Collection.
It included a fashion show, had an open bar and was catered by Miss Lily’s and the music was hand selected by the Marleys and played by one of New York’s hottest DJ’s: Queen Majesty.
PP: The assignment?
LM: To design a Jamaican inspired fashion show, clothing display, dj booth and time line as well as create a Jamaican vibe in an a New York Studio space.
PP: How did you solve it?
LM: I embraced the three colors of the Jamaican flag and did a lot of research on Jamaica. I gravitated towards woods, corrugated metals, graffiti. I also took graphics from the fashion line and applied them to the event space by using decals.
The client (PUMA) wanted to tell the story of its longstanding relationship with Jamaica, and I wanted to approach this in a unique way – so we took old reclaimed woods and built crates and graffitied them with facts about PUMA and Jamaica. We wheat pasted all the imagery. It was a unique way to tell a story and stay true to the concept, I really wanted to stay away from traditional boring boards.
PP: What did you find challenging about the assignment?
LM: The big challenge, as always, was time and money. Cedella Marley came for her walk through an hour before the event started, and I was covered in wheat paste, paint and applying decals to the floor behind her. We were literally making art till the doors opened. Luckily she was cool with it!
PP: Who helped you bring the vision to life? Did you hire a team?
LM: I hired an amazing team of local artists and builders. It was really cool assigning specific tasks to the specific talents of each artist involved.
To see the clothing, you’ll have to sit tight, everything will be released to the public a little closer to Olympic time.
Coverage by Lesley Morphy