Behold; an awesome report here comes: The massively talented global dance sensation Axwell Hedfors joins the PUMA kraal as the brand’s most recent European Lifestyle ambassador. Y’all can’t act fresh about this one; “Ax” (coz we’re cool like that) is one third of the prosperous Swedish House Mafia trio –pardon the tautology- and this rad relationship means that he will appear in the Retail Lifestyle campaign for PUMA throughout Spring-Summer 2014 –photographed by renowned photographer; Kenneth Cappello. * I am seriously bumping to Lose My Mind right now* Talk about such a magnificent addition to his rapidly growing universal success. In addition to this gig, which will see Axwell as a prominent feature at PUMA events and social media campaigns all the way through 2014, he has announced a string of headline festival shows alongside an array of artists including Outkast, the incomparable Kanye West and The Killers with fellow Swedish House Mafia member; Sebastian Ingrosso as their new projects prepares to hit the runway. You better believe that I intend to often keep up with his fashion missions whilst on the job. Of course I’ll keep you in the know too.
Check a few of these snaps.