Solange Becomes Puma's Art Director and Creative Consultant

The singer announced a Brazil-inspired line of shoes, Girls of Blaze: "It is in my new role that I am able to express my love for not only design but the conception of creative ideas."

This story first appeared at Billboard.com

Whether she’s shooting videos in South Africa, at a mall in her Houston hometown or dressed to kill in that downtown soul child look she’s patented, Solange Knowles has a keen stylistic eye. And this week she announced that she’s pairing with Puma, becoming an art director for the elite athletic footwear brand, focusing specifically on their classic Puma Disc sneaker.

“I am able to express my love for not only design,” she wrote of her Brazil-inspired line, Girls of Blaze, on her Tumblr page. “But the conception of creative ideas, and the execution of them by curating amazingly talented teams,” she continued.

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Designers Gerlan, William Okpo, Hisham Baroocha all assisted the singer in getting her vision across for Blaze, out February 2014.

Read Solange’s full Tumblr letter about joining and designing for Puma below:

After years of art directing my own projects and visuals, including music videos, photo shoots, album artwork and web content among many others, I am extremely excited to announce that I am now able to apply my passion for all things design into my new roll as an Art Director for the iconic PUMA!!! 

It is in my new role that I am able to express my love for not only design but the conception of creative ideas, and the execution of them by curating amazingly talented teams. I’ve had so much fun producing special content, ad campaigns, events, and working alongside the awesome Puma team with some of my favorite emerging artists, photographers, graphic designers to create activations that really celebrates both mine and PUMA’s approach and philosophies.

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Over the summer, I paired four incredible designers (GERLAN, WILLIAM OKPO, HISHAM BAROOCHA) to interpret a personal favorite of mine, the classic Puma Disc. Each designer incorporated and infused it with their own distinctive aesthetic to present our collection, “GIRLS OF BLAZE”, inspired by the sights and sounds of Brazil. I couldn’t be more excited about the results. The shit is wild, and come February I hope you will be just as in love as I am. This has been a dream job, and the ride has just begun!

What do you think?

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