On the back of her first Puma collab, which dropped in December, the popstar has teamed up with the sportswear label on a new collection. With her identity printed all over it, including details like her birthdate, tattoos and hometown's coordinates, it marks Selena's most personal design collab to date.
The popstar's new SS19 collection includes two new shoe styles and offers super laid-back sweatshirts, jackets, tops, rompers, bags, caps and leggings to choose from. The campaign is shot against the backdrop of an airport - a reminder that not only does the range make for great workout attire, but is also the perfect travelwear and can be worn from day to day, mixed and matched with other items to make the ensemble look more or less casual.
The collection is rooted in the singer's journey from her hometown of Grand Prairie, Texas to her life today in Los Angeles. Selena explained in a statement, "I’m in love with this collection, because it’s inspired by my life. I obviously wanted to create something that matches my lifestyle and that shows the real me – I’ve said it before, I need something that’s comfortable and flattering, pieces that I can just put on and give the impression it took me hours to plan. My favorite thing about it is that it gives different nods to me, to my history. The graphics show the places that hold a special piece in my heart, my birthday, my tattoos, my identity."
These nods and symbols include cities like Grand Prairie, Los Angeles, New York and Herzogenaurach, Germany (Puma's HQ) and their coordinates, her birth year and Puma's founding year, a semicolon as a homage to her tattoos. She even draws on her love of the sunset for the colour palette: the brand-new SG Slip-On kicks boast a sunset-inspired gradient.
No stranger to the world of fashion design, the social media star has also collaborated with luxury label Coach on two collections in the past.
SG X PUMA SS19 is available globally on PUMA.com and at selected retailers worldwide.