Puma’s earnings are way, way up, thanks in no small part to its raft of A-list affiliates (Rihanna, Cara Delevingne, Kylie Jenner). In a refreshing change of pace, the German sportswear giant’s latest collaborator is an actual designer by trade: London-based shoe and accessories maker Sophia Webster.
The 2016 Vogue/BFC Fashion Fund award winner is partnering with Puma on a line of (butterfly-embellished, duh) shoes and athletic apparel. Fun fact: Puma x Sophia Webster marks the designer’s first foray into the womenswear realm.
In a newly released interview with Vogue UK, the whimsical shoe designer reveals how her love of dance informed — and perhaps even facilitated — the collection. “I started posting some videos from my dance classes on my Instagram. I’m not sure if that is what got Puma’s attention or if it was fate, but the brand approached me. I had been itching to get into sportswear for a while so I knew it was right and I was so excited to get going,” Webster shared. “Designing apparel was a completely new world for me. I wanted to offer individual statement pieces that you can not only wear to dance or the gym but also incorporate into your everyday wardrobe or for a night out.”
Said statement pieces include a semi-sheer leotard, cutout leggings, unicorn-emblazoned sports bras and sneakers featuring Webster’s signature butterfly motif.
Scroll through the gallery below to preview the collection, which will be available on sophiawebster.com starting September 5 and puma.com and select retail locations the following Saturday (September 9).
All Images: Puma
[ via Vogue UK ]