MADE FOR THE WILDFLOWERS: PUMA AND LIBERTY CELEBRATE STRONG WOMEN

Global sports brand PUMA and iconic design house and department store Liberty are partnering for the first time to bring a luxe touch to a streetwear collection, which has a truly feminine aesthetic and was created to celebrate strong women.

The debut PUMA x LIBERTY collaboration plays on the enduring heritage of both brands, bringing them together to create a unified story. Embroidery, vibrant colours and the famous Liberty floral prints in a wild garden theme bring a bold, fresh and feminine look to PUMA silhouettes.

Inspired by the idea that flowers are often turned to in times of trouble, the collection takes on the theme of ‘Still Growing’ and celebrates the women who, much like a wildflower, are still growing and thriving despite it all.

Known for their unique prints and exquisite craftsmanship, Liberty has been paving the way for high-end fashion and luxury homeware since 1875. The iconic brand instantly conjures up images of florals, heritage and a distinct sense of Britishness. Over the years it’s built a legacy dedicated to discovery and design all underpinned by the arts and crafts movement much loved by its founder Arthur Lasenby Liberty.

Inspired by a variety of Toile de Jouy patterns and Asian style landscapes discovered in the Liberty archive, the bespoke Liberty print that decorates this collection features a graphic yet intricate scenic vista and was hand painted by Liberty’s in-house team of artists in London, exclusively for PUMA. Named “Wild Garden,” the landscape print features a wide range of jewel-toned flora & fauna and is inhabited by exotic birds, butterflies, deer, rabbits, pink horses and even a Liberty puma.

Footwear includes the Wild Rider (R2 499), Basket (R1 999) and Cruise Rider (R2 399). Apparel items expand beyond PUMA’s classic silhouettes, with unique pieces like a reversible kimono (R4 999) and flowy floral dress (R2 999). Other items include a Track Top (R3 999), Track Pants (R2 999) and Cap (R599).

The collection also includes training gear, which drops in November. Pieces include a performance leotard (R1 199), HQ 7 8 Tights (R2 199) and Luxe Bra (R1 299) as well as the Forever XT (R2 499), which offers an instant cushioning and a responsive ride.

The collection look book and campaign images were shot on an all-female crew, profiling bold and confident women from across a variety of fields to celebrate their success, each in their own unique look.

Campaign videos showcase this female crew and their thoughts on who inspires them, the key to always growing, and what makes them feel unstoppable. Using bold visuals and bright colours, the PUMA x LIBERTY collaboration flips the soft connotation of florals for a collection that reflects the strength of the wildflower and today’s fearless, powerful and creative women.

Get ready to own the urban jungle. PUMA x LIBERTY is available from 28 September 2021 from PUMA.com, PUMA Braamfontein and Gateway, X-Trend, Shelflife, WE ARE EGG and select retailers.

About Author /

Urban Lifestyle is a blueprint of what modern day South Africa is all about. It showcases different lifestyles and how people interact through them. It aims to open up industries to anyone aspiring to change the game, whether by influencing it or recreating how it is viewed.

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