1/4Photo: Courtesy of Pums
Activewear or athleisure generally comes with a harder, faster, stronger message, not one of sentimentality or love. Selena Gomez wants to change that with her latest collaboration with Puma. Launching this week, Gomez’s casualwear capsule is inspired by her sense of wanderlust and the memories she’s made along the way. “I’m in the stage of life where I love to adventure; I love to actually soak in the places that I visit,” she says over the phone. “I enjoy myself when I’m able to see the world in any capacity, even if it’s for work.”
That spirit comes into the collection abstractly, with small emblems and mementos from Gomez’s life printed on leggings, workout tanks, and sweatshirts. Superfans will instantly recognize the semicolon on a pair of sunset-hued sneakers as one of Gomez’s many tattoos, the coordinates printed on the heel as the location of Gomez’s hometown of Grand Prairie, Texas, and the 072292 graphic as representing her birthday. “I wanted to just have a little piece of who I am in the collection,” Gomez says. “I wouldn’t be able to do any of this if it wasn’t for who I was raised by, so I just think it’s nice [to include that in the collection].”
Still, the branding doesn’t scream “Selena!” and you won’t see her name boldly printed across a sweatshirt. The goal is something more subtle, just like Gomez herself. “I wanted to keep it very light so that even if you don’t know who is associated with it, you could pick it up and think that it’s comfortable or that it’s cool. I tried to balance both as best as I could.”
The full range comes in easy, travel-ready hues like sky blue and charcoal, with accent colors inspired by the colors of the sunset. In lookbook images, Gomez furthers the idea of jet-setting, taking her clothing for a spin in a mock airport. In her real life, she swears by sweats, her laptop, and a journal on flights—but perhaps you’ll see her in her graphic leggings on the way back from Cannes, where she’s promoting Jim Jarmusch’s The Dead Don’t Die.