“I only agree with collaborations if they make sense with my brand and feel like the right fit,” Webster stated in a Refinery 29 UK interview. “I grew up dancing—my sister and I would compete in national dance competitions over the country and I still keep up with a couple of classes a week (for exercise), so Puma seemed right if the collection had a dance theme.”
Webster continued, “Partnering with Puma has been great as they allowed me full creative control and the opportunity to reach a wider audience and showcase my aesthetic on some really exciting pieces that only a technologically advanced sportswear brand like Puma have the knowhow to make happen. I have loved working on it and I am super-proud of the collection.”
Sophia Webster x PUMA will hit theaters and her online shop in September—just in time for Fashion Week I assume.
Thoughts on the news?