You should know by now that anything Kylie Jenner touches turns to gold. Her Lip Kits sell out in a matter of seconds, and any item of clothing lucky enough to get photographed in her possession is usually destined to sell out too. Brands have been clamouring to work with her, but Kylie’s strong street wear influence has seen her take up arms with Puma – much to the dismay of brother in law Kanye West.
Kanye’s own burgeoning fashion career has seen him debut Kylie in all three of his Yeezy collections, but he was not happy to hear of her upcoming collaboration with Puma. Kanye works in depth with Adidas, who are in direct competition with Puma, and he took to Twitter to voice his disdain (surprise, surprise).
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Unfortunately for Kanye, reps from the brand later confirmed that the collaboration was going ahead and Kylie was definitely on board #awkward.
I am pleased and excited to be able to confirm that PUMA is indeed working with Kylie Jenner. Kylie will be featured in the brand's Spring/Summer women's training campaign launching in April 2016. Kylie represents a fresh and exciting new era for fashion and we couldn't think of a more fitting and influential female to headline this campaign for PUMA.
- Adam Petrick, Global Director of Brand and Marketing for PUMA
The first snaps from the upcoming collection have just been leaked and we think that they are just what the ailing street wear label needs to reposition themselves in the fashionsphere.
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Puma posted a series of snapchat videos on their account, which show Kylie wearing an assortment of workout wear and posing with a basketball and resistance bands. The whole shoot looks pretty fierce, and we are dying to see what shoes Kylie has come up with. Interestingly, all the images on Puma’s account censored the shoes, as their design is top secret and will be kept under wraps until the collection is released this month.
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We cannot wait for the release and think it is just one more good excuse to wear gym clothes all day erry day. Kanye apparently realized that a photoshoot basically meant the deal was done and posted this tweet soon after. At least he has a sense of humour.
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