The most anticipated collection of the holiday season is here, Selena Gomez and PUMA teamed up to create a one-of-a-kind assortment that has ‘strength’ stitched into every piece. For this collaboration with the brand, Selena Gomez uses the legacies of strong women from the past to create classic pieces for today’s girl.
These women are strong in their passions, expressions, and how they want to leave their mark on the world. They are compassionate but uncompromising. Fearless, but approachable. The name of this SG x PUMA collection is “Strong Girl”. Inspired by Selena’s initials, she wanted to show today’s girls that one of the most important qualities is ‘strength’. The collection features confident colors and bold silhouettes with the intention of helping girls stand out from the crowd. It is a well-thought-out balance of femininity and modern edge. Sport and fashion. The collection features the many different tastes and styles that appeal to both the strong girl’s personality, as well as her day-to-day hustles.
One of the most important pieces within the collection is the SG Runner, a new shoe designed and constructed by Selena Gomez. This silhouette beautifully blends Selena’s personal style with PUMA’s classic court and running shoes. The SG Runner is a lightweight shoe with a knitted upper, high rebound EVA and great fit; it nods to the style of the 80s and 90s with nice design touches that give it an easy, LA vibe. Additionally, the DEFY story continues with the DEFY Mid x SG, the bootie-cut training shoe features a black metal buckle, a rose-gold plated chain, and a textured knitted upper.
The apparel and accessories for the Strong Girl collection are rooted in Selena’s signature style and tastes. The collection features colors Selena wears most in her daily life: black, white and gray; in addition, hidden ‘strong girl’ inspirational messages add a nice surprise on certain pieces.
The collection as a whole is comprised of many key pieces meant for layering, mixing and matching, and transitioning from different moods and settings. Many design choices are a nod to 1992, the year Selena was born. Though the apparel is grounded in running and training design, there is an intentional fashion focus. The collection boasts an amazing sense of flexibility and is meant to be played with in different ways.
The “Strong Girl” collection, empowers women to stand out from the crowd. As the ultimate strong girl, Selena Gomez is no stranger to challenges, and explains what the inspiration is behind her first PUMA collection: “Strength is something I try to own every day. I wanted to create a collection that makes women feel sexy, empowered, and strong. I love every piece that I designed and hope it inspires others to find their inner strong girl.”
Strong women uplift other women, PUMA and Selena brought together a powerhouse team of ladies to be a part of this first SG x PUMA campaign. Artist, Dana Veraldi’s creative direction playfully enhanced the packaging and campaign imagery with her illustrations. Photographer, Katie McCurdy brought the campaign to life with her unique photographic eye, paying homage to the strong girl within her. Last but not least, the campaign features Selena’s closest girlfriends, strong women who surround her every day: Connar Franklin, Raquelle Stevens, Courtney J. Barry, Caroline Franklin and Theresa Marie Mingus.
“I would not be where I am today if it wasn’t for my girlfriends.” – Selena Gomez.
For all Selena and PUMA fans: The SG x PUMA “Strong Girl” collection will be exclusively available from December 1st at the special SG x PUMA pop-up shop in the Bijenkorf Amsterdam (2nd floor). From the 12th of December the long-awaited collection will also be available via Bijenkorf and PUMA and selected retailers worldwide.
Make sure to tag @pumawomen and #SGxPUMA when taking those fire pics for Instagram.