Designed for wildflowers: Puma and Liberty celebrate strong women
Global sports brand PUMA and iconic design house and department store Liberty are teaming up for the first time to bring a touch of luxury to a streetwear collection, which has a truly feminine aesthetic and was created to celebrate strong women .
The beginnings PUMA x FREEDOM The collaboration plays on the lasting legacy of the two brands, bringing them together to create a unified history. 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 flowers in times of trouble, the collection takes the theme of ?? Still growing ???? celebrating women who, just like a wild flower, continue to grow and prosper regardless.
Known for its unique prints and exquisite craftsmanship, Liberty has been leading the way in high-end fashion and luxury housewares since 1875. The iconic brand instantly evokes images of flowers, heritage and a distinct sense of l British spirit. Over the years, he has built a legacy dedicated to discovery and design, all supported by the much-loved arts and crafts movement of its founder Arthur Lasenby Liberty.
Inspired by a variety of Toile de Jouy patterns and Asian-style landscapes Discovered in the Liberty Archives, the bespoke Liberty print that adorns this collaboration features a graphic yet intricate scenic view, and was hand painted by Liberty’s in-house artist team in London, exclusively for PUMA. Named ?? Wild garden, ?? the landscape print features a wide array of jewel-toned flora and fauna and is inhabited by exotic birds, butterflies, deer, rabbits, pink horses and even a Liberty puma.
The collection includes a wide range of fashion and workout shoes, clothing and accessories. Embroidery and bold colors add a bold, feminine touch to PUMA shoe styles; the selection includes Wild Rider, Basket, Cruise Rider, Suede Mayu, and for training, the Forever XT, which offers instant cushioning and a responsive ride. The clothing goes beyond classic PUMA silhouettes, with unique pieces like a reversible kimono, a flowy floral dress and a performance leotard. Accessories offer a subtle floral touch for any look with a cap, shopping bag and mini handbag.
The collection lookbook and campaign images were shot with an all-female team, featuring bold and confident women from various fields to celebrate their success, each with their own unique look.
The campaign videos feature this female team and their thoughts on who inspires them, the key to always growing and what makes them unstoppable. Using bold visuals and vibrant colors, the PUMA x FREEDOM collaboration returns the sweet connotation of flowers for a collection that reflects the strength of the wild flower and the intrepid, powerful and creative women of today.
Prepare to own the urban jungle when the PUMA x FREEDOM the collection drops to PUMA.com, PUMA stores and select retailers including the iconic Liberty store on Regent Street in London, on September 18.
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