These days, brands are all about marketing girl power, not that we need to be sold on the idea. From Serena Williams and Simone Biles’ awesome Nike spot to Adidas and Karlie Kloss’ “Here to Create” ad to Under Armour and ballerina Misty Copeland’s “I Will What I Want,” we’re inundated with female empowerment campaigns — and we’re by no means complaining. Especially when badasses like Rihanna and Cara Delevingne decide to get in on the action.
In the Puma-creative-director-slash-apparel-and-footwear-designer-slash-R&B-sensation-slash-CFDA-icon’s latest campaign for the athleticwear brand, the polymath teamed up with her good friend Cara, who’s been known to do a bit of profession-jumping herself. The 24-year-old Suicide Squad actress has taken something of a sabbatical from modeling, only lending her bold brows and rabid social media following to gigs that appeal to her on an emotional level: “Right now, I want to put my energy towards things I’m passionate about,” she told Refinery29. “I’m passionate about acting and I’m passionate about empowering women and girls. I want to align myself with opportunities that stand for something.” (Hence, her showing off her Lady Garden in the name of female sexual health.)
Needless to say, Puma’s RiRi-helmed “Do You” campaign more than met Delevingne’s moral standards. The British beauty saw the shoot as a “chance to deliver a message of empowerment through confidence and honesty.”
“It’s about accepting who you are, no matter your faults,” Delevingne said in a statement. “‘Do You’ is about finding your truth and sticking to it.” The first round of campaign imagery shows Delevingne traipsing around New York’s Lower East Side decked out in her athleisure best (no silky tracksuits this time around, just batwing hoodies, printed leggings, paneled shirts, gold Puma-emblazoned bras, sheer crop tops and cut-out undies half-hidden under running shorts). In several more pared-down studio shots, the Valerian and the City of a Thousand Planets star showcases her sci-fi action film-worthy abs, both in technicolor and black and white.
The full campaign launches this month, with multiple collections — from Running & Training to Sportstyle — dropping throughout December. New York City Ballet’s Mimi Staker and Olivia Boisson, as well as German track and field athletes Alexandra Wester and Tatjana Pinto, and Cuban volleyball players Leila Consuelo Ortega Martinez and Lianma Flores Stable will also feature in the ads, but for the meantime, get a load of Cara doing Cara in the slideshow below.
All Images: Puma
[ via Allure and Refinery29 ]
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