Selena Gomez is taking her relationship with Puma to the next level. She signed with the brand as a spokesperson last year; then, in March, she designed a limited-edition sneaker and sock pairing. Now she’s releasing a full-fledged collection: apparel, footwear, accessories—the works.
“I put a lot of effort in creating something that would appeal to every type of girl and wanted to show my personality with this collection,” Gomez said in a statement. Her favorites include the SG Runner, a white sneaker that draws from silhouettes from the eighties and nineties, and the layering pieces that are meant to be mixed and matched. (“SG” stands for both Selena Gomez and for the name of the collection, Strong Girl.) And like her projects with Coach, Gomez peppered in discreet messages for her fans in the collection: “For me, details are everything, so that’s why we included some hidden ‘strong girl’ inspirational messages and design features,” she revealed. (One of the sports bras, for instance, has “strong inside and out” written in script underneath a layer of mesh.)
SG x Puma drops in full today, online and in stores. Prices start at $30 for gloves and beanies, and go up to $200 for a jacket. Check out the assortment—plus the lookbook, which features Gomez alongside strong women in her life including Connar Franklin, Raquelle Stevens, Courtney J. Barry, Caroline Franklin, and Theresa Marie Mingus—in the gallery ahead.