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PUMA: Starck Naked

Award: Wood Pencil

Wood Pencil / Packaging Design / Packaging / 2007

As part of an ongoing collaboration with PUMA, Philippe Starck designed a range of provocative bodywear for men and women launched in early 2007. The bodywear, called STARCK NAKED, is a figure hugging range which has transparent panels that reveal areas of flesh.<br/><br/>The brief called for a packaging concept to communicate the unique concept behind the garments as well as the provocative, playful spirit of the range. In a saturated and predictable market, it was vital that the packaging leap out from the competition on the shelf. The target audience were style conscious 25 - 40 year olds.<br/><br/>The rationale was to show as little as possible whilst showing as much as possible. Get rid of the striking model silhouettes and perfect bulges inside perfect product. Cut to the chase and show as much skin as is legal or decent to do so.

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