When PUMA dropped its SS17 Swan Pack, we were like, ‘How are they ever gonna top this?’ Well, by featuring Kylie Jenner, along with returning New York City Ballet dancers and local ambassador Nomzamo Mbatha, that’s how. This season’s Velvet Rope collection began with the idea of that dividing line between the queue and the party. You can choose to wait. Or you can choose to stand out and own the moment with confidence that radiates and commands.
Embodying the Velvet Rope attitude with a ‘Do You’ essence are Kylie, Nomzamo and New York City Ballet dancers Olivia Boisson, Mimi Staker, Emilie Gerrity, Meagan Mann and Unity Phelan. This season’s collection features inspiring pieces for women to wear, while boldly breaking the rules and following their instincts to find their best selves.
Think tech-infused colour palettes – autumn hues with metallic olive and copper, navy and silver; flattering silhouettes; and materials that perform at any time of the day or night, from strong Lycra to soft velvet.
The ‘Do You’ campaign brings together women from different fields, each telling a story of bravery and confidence to inspire others around them. ‘Do You’ has been encouraging women to prove other’s wrong by proving themselves right.
The AW17 Velvet Rope collection dropped on 1 August and is available at PUMA stores, Sportscene, Totalsports, Edgars, Edgars Active, Sportsmans Warehouse, Takealot, The Crosstrainer, Superbalist, Spree, Zando and selected retailers nationwide.
Now we only have one question: Do you have what it takes to #DoYou?