In anticipation of Christopher Street Day, several brands are releasing their Pride collections to align with what has become part of our annual calendar as a day of celebration. German sportswear manufacturer Puma, is launching their second Pride capsule collection created in collaboration with actress and model Cara Delevingne.
Whether on the streets of the German capital or on social networks, Berliners are seeing life in rainbow colours this month on the occasion of Queer History Month. Sexual diversity and the fight against discrimination against sexual minorities are in the spotlight in the city which experienced to be the European capital of what was at the forefront of Queer culture from the 1920s to the present day.
Puma revisits its sportswear classics with rainbow designs, eye-catching graphics and bright details reminding us that we must remain “free forever”. Trainers, hoodies, bucket hats, bodysuits and shorts… All the clothes in the collection are unisex and promise a show with the best assets for the Gay Pride day. For Cara Delevingne, this collection is one of her “most personal and introspective”, inviting everyone to feel “free from fear and believe in themselves”.
Today it is almost mainstream to launch a Pride collection and fly the rainbow flag during Pride month in June, Puma is putting its money where its mouth is and will donate 20% of the sales of the collection, with a maximum donation of $500,000 to the “Cara Delevingne Foundation”, a project of “The Giving Back Fund“.
Cara Delevingne is known for her strong public commitments and stances, particularly towards the LGBTQ+ cause. Openly bisexual, she knows how to use her fame to raise funds for her foundation. Last May, she auctioned a 30 second video NFT created with the artist Chemical X, showing her naked in front of the ocean and talking about her vagina. All proceeds of her actions go to foundations which support women’s rights, the LGBTQ+ community, mental health and environmental causes.
This collaboration with PUMA aims to send a message, a saying that resonates particularly after the year we have just had: FREE FOREVER.
Collage by Nina Murro