An unlikely partnership takes the form of two limited-edition capsule collections, both designed by BALMAIN’s Creative Director Olivier Rousteing and his good friend and muse, the English actor and model Cara Delevingne. This is PUMA’s first-ever collection with Cara Delevingne, who has been working with PUMA since 2016. Standing at the intersection of sport and fashion, this new collection features pieces inspired by traditional boxing gear that are infused with Parisian couture. Bra tops, boxing shorts, and sneakers are elevated with a stark color palette, hits of gold, and design elements straight out of BALMAIN’s atelier.

The campaign for the line, directed by Philippa Price and produced by MAAVVEN is a boxing-inspired, interactive campaign starring Delevingne. The campaign is not a literal interpretation of boxing but a dynamic and visceral interpretation of the timeless tale of human connection, identity, tragedy and triumph, love and hate, and the universal duality of “the fight.” In addition to Delevingne, the cast is rounded out by an incredible group of “real people,” who personify this idea of the fight.

In addition to the campaign, Price produced the live launch event, which took place here at Milk Studios in Los Angeles.

"Translating the campaign into the show concept was a lot of fun. We wanted the whole event to feel like a fight club. I worked with Jasmine Albuquerque (who also did all the choreography for the campaign) to create a 20 minute performance piece that evokes the duality of emotions behind any fight, whether it be physical or emotional—anger vs. empathy, defeat vs. perseverance, endurance, truth, forgiveness, and most importantly, love. Love for the self and love for all humans.” -Philippa Price