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. Using the famous Liberty floral prints in a wild garden theme, the collection brings a very 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’—celebrating 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 collaboration 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.
The collection includes a wide range of both fashion and training footwear, apparel, and accessories. Embroidery and vibrant colors add a bold and feminine touch to PUMA’s footwear styles; the selection includes the Wild Rider, Basket, Cruise Rider, Suede Mayu, and for training, the Forever XT, which offers an instant cushioning and a responsive ride. The apparel items expand beyond PUMA’s classic silhouettes, with unique pieces like a reversible kimono, a flowy floral dress, and a performance leotard. The accessories offer a subtle touch of floral for any look with a cap, shopping bag, and mini purse offering.
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 colors, 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 when the PUMA x LIBERTY collection drops on PUMA.com, PUMA stores, and select retailers including the iconic Liberty store on London’s Regent Street, on September 18th.
