Lauren London has announced a collaboration with PUMA — Forever Stronger.
London’s decision to continue working with PUMA signifies a continuation of Hussle’s work.
In the announcement video, London recites a poem likely wearing pieces from her forthcoming collection.
“Cause pain is the light. Pain is insight. The body hurts but the spirit grows. The flesh is starving while wisdom overflows,” recites London.
The locations in the video are reminiscent of London and Hussle’s February GQ cover.
In a statement released through London’s YouTube Channel, it’s clear that this was an intentional creative vision for London.
“Lauren London is proud to join forces with PUMA to support her on this next chapter of her journey. This piece was a creative vision Lauren wanted to bring to life to signify the continuation of her marathon alongside PUMA. Forever Stronger.”
Watch the full ad below:
Although no dates have been confirmed, the collection is currently expected to release in 2020.