The customary ritual of the fashion-industry is undergoing a big change now. It’s missionary now.

Yes, beyond fashion, trends, beauty, and innovation, the direction followed by the fashion shows is to reach the niche market.

True, it invites eyeballs from mob all around the globe but the question is how many of them handpick these designer dresses with bulky prices? Very few!

Realizing this, German sports equipment maker “Puma” decided to promote their products via IGEDO fashion fair held in Duesseldorf, western Germany.

This approach makes me wonder how creative is the team behind this brand that sports are now being depicted as a move to carve another style statement. I am in full support of their initiative (trick), what about you?