Interviews
Lauren London’s PUMA Collaboration Backstory
Jemima Hunter
July 27, 2021
American model, actress and television personality, Lauren London collaborates with Puma to create the ‘Forever Stronger’ collection of clothing and footwear. The capsule is heavily influenced by London’s personal life in her birthplace of Los Angeles.
The thirty-six-year-old wanted to create a line where comfort came first and was inspired by the throwback statements of L.A. growing up. Born to an African American mother and an Ashkenazi father, London decided this was her chance to express empowerment as female woman of colour in her partnership with Puma by making the items act as the strength for the day, even if it’s a bad one. ‘It’s okay to say, Today is not my day, and that’s still being strong, right?’
The designs include suede black and white trainers, along with a hoodie and T-shirt detailed with a small blue heart, as a tribute to American rapper and activist, Nipsey Hussle, that passed away in 2019. The look book was shot surrounding the areas of L.A. with correspondence to where London and locals spent a lot of time, including the black-owned Simply Wholesome Restaurant and Shop, which has been a landmark for community since the 1980s.
‘This collection expresses a constant reminder that through it all, no matter what happens in life, may we be Forever Stronger.’
The ‘New New’ star agreed on the name ‘Forever Stronger’ to make the collaboration authentic to her and know that when you wear an item from the collection, it’s an embodiment of London. ‘It’s a very respectful work environment. They allow me to be myself and they give me the creative freedom to do what I want.’
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