Puma and Cara Delevingne launch Pride collection

By

Sandra Halliday

Published
Jun 1, 2021

British model and activist Cara Delevingne has linked up again with Puma to launch 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” and is an important launch given the huge disruption to Pride events last year because of the pandemic. With participants pulling out all the stops this year, Pride merchandise could make an even bigger impact than usual. 

Puma said the new designs make up Delevingne’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”.

Puma has also announced that 20% of the proceeds, with a maximum donation of $500,000, from sales will go to the Cara Delevingne Foundation, part of the Giving Back Fund, and will be used to support LGBTQIA+ charities around the world.

The products themselves are unisex and include tees, hoodies, a bodysuit, and leggings, in addition to accessories like a belt bag. The footwear includes a Pride-inspired take on the classic Puma Suede, as well as a rainbow-embellished slide. 

The 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”.