Alexander McQueen x PUMA: The Book of Five Rings

Inspired by the 17th-century ‘The Book of Five Rings‘ whereby the undefeated samurai Miyamoto Musashi outlines his philosophy for success in battle and in life, Sean Capone’s quintet of films transforms this concept into an intricately choreographed ballet of rhythmic motion. Fashion, like martial arts, appears in a continuous flow that is both elegant and effortless.

During the summer of 2009, SHOWstudio.com invited viewers worldwide to collaborate with Nick Knight, Alexander McQueen and PUMA in a unique competition designed to push the boundaries of filmmaking and fashion imagery creation to the very limit. Sean Capone, the winning filmmaker chosen by Nick Knight and Alexander McQueen, received the unique commission to direct the Alexander McQueen PUMA Spring/Summer 2010 art movie, showcased on SHOWstudio.com and visible in key fashion department stores and boutiques worldwide.