She's known for creating spectacular stilettos topped with butterfly wings, and her portfolio of footwear designs features intricate beadwork, pastel colours and a very feminine feel. So Sophia Webster might not be the first name that comes to mind when you're thinking of potential collaborators with sportswear label Puma. Nonetheless, earlier this week, the two brands released a statement announcing that they would be partnering on an autumn/winter 2017 collection.
The collaboration will include a range of dance-inspired footwear, accessories and apparel. “Second only to my love of design, is my love of dance and the opportunity to collaborate with Puma enabled me to bring these two passions together,” says Webster. “It’s been an exciting process tapping into the expertise of Puma’s sportswear technicians and its specialist performance fabrics, allowing me to bring my design aesthetic to the active millennial world.”
While the collection may fit into the sportswear category, we’re hoping that the collaboration will give us more than just ballet shoes. Webster’s eccentric aesthetic holds a whole lot of potential, and it will be interesting to see how this could translate in the realm of athleisure. And, following the successes of Puma’s Fenty by Rihanna collections and sleek celebrity campaigns with The Weeknd, we have big expectations for the brand’s newest designer collaboration.
The Puma X Sophia Webster collaboration will start releasing on September 5, 2017, exclusively at www.SophiaWebster.com, after which it will be available at select Puma stores worldwide.
