Sports company PUMA and brand ambassador and LGBTQIA+ activist Cara Delevingne have worked together again for a second capsule collection to celebrate Pride Month. This year’s Forever Free Pride Collection is made to inspire others to be free from fear and believe in themselves.
This is Cara’s most personal and introspective collection, inspired by the idea that in order to exist to one’s fullest potential, we must express and show all the parts that make us unique – otherwise we will never show our true selves
“For my second Pride collaboration with PUMA, I wanted to not only celebrate Pride month but also honor the strength of the community, specifically in regard to the mental health hurdles that the LGBTQIA+ community has faced,” said Delevingne. “I’m incredibly excited for the impact we will be able to make financially with the generous pledge PUMA has made to my foundation – there are loads of many deserving organizations that I’m looking forward to supporting.”
In an effort to raise awareness and support around the community, PUMA has announced that 20% of the proceeds, with a maximum donation of $500,000 USD, from the sales of this collection will go to the Cara Delevingne Foundation, a project of the Giving Back Fund, and be used to support LGBTQIA+ charities around the globe.
“PUMA is proud to celebrate Pride month with Cara and support the work she does year-round for the LGBTQIA+ community,” said Adam Petrick, Global Director of Brand and Marketing for PUMA.
The unisex collection includes apparel like tees, hoodies, a bodysuit, and leggings in addition to accessories like a fanny pack. The footwear includes a Pride inspired take on the classic PUMA Suede as well as a rainbow embellished slide. Bright details bring a sense of joy and celebration to the collection, with ombre, rainbow, and purple accents and ‘Forever Free’ emblazoned across many of the clothing items.
The Pride collection is part of PUMA’s She Moves Us platform, which highlights some of its top female brand ambassadors to celebrate the women who have moved culture and sports forward and to inspire other women around the world.