Brand ambassador and LGBTQIA+ activist, Cara Delevingne, and PUMA have teamed up again to create a second capsule collection to celebrate Pride month in June. The Forever Free Pride collection has been designed to inspire people to be free from fear and to believe in themselves.
Inspired by Cara’s idea that in order to exist to one’s fullest potential, we must express and show all the parts that make us unique. If we didn’t live by this, then we would never show our true selves to others.
“For my second Pride collaboration with PUMA, I wanted to not only celebrate Pride month but also honour the strength of the community, specifically in regard to the mental health hurdles that the LGBTQIA+ community has faced,” said Delevingne. “I’m incredibly excited for the impact we will be able to make financially with the generous pledge PUMA has made to my foundation – there are loads of many deserving organizations that I’m looking forward to supporting.”
The unisex collection is part of PUMA’s She moves Up platform. It highlights some of its female brand ambassadors, celebrating the women who have moved culture and sports forward, in the hope to inspire women around the world.
PUMA announced that 20% of the proceeds – with a maximum donation of $500,000 USD (around £353,245) – from the sales of the collection will go to the Clara Delevingne foundation. It will be used to support LGBTQIA+ charities.
To shop the collection which drops in June, click here.