Our Time: LIBERTY LONDON X PUMA
OUR TIME. The PUMA x Liberty collection celebrates womanhood through the lens of the beautiful game. For too long, football has been a sport focused on men. There is still a long way to go, but football is finally becoming a game for all. It’s not their time, it's Our Time. Combining PUMA’s heritage in the game and Liberty’s place in fashion and art, we have reinvented notions of traditional football design to celebrate a new era of women's participation and spectatorship of the sport.
Celebrating football culture in a new and inclusive way, the PUMA x Liberty collection adds Liberty’s trademark floral designs and a Liberty football badge to classic football silhouettes, including jerseys, shorts, and tracksuits. For the campaign's launch, we called upon footballing royalty of the past, present, and future to come together and celebrate their time. The collections ambassadors include youth player, poet, and voiceover for the campaign Abi Simms; German international and Lyon striker Dzenifer Marozán; England and Arsenal forward Nikita Parris; and former footballers, legends, and ambassadors of the game Mary Phillip and Patricia Gregory. Mary Phillip is an ex England captain and manages men's team Peckham Town FC. Without Patricia Gregory, women's football would not be where it is today – as Gregory helped to professionalize the Women’s game, setting up the Women’s FA, forcing the FA to recognize Women’s football as a professional sport, and organizing the first Women's FA Cup final.
ABOUT THE PRODUCTION
Shot in Lullingstone, UK on location.
Photographer: Suleika Mueller, Videographer: Gary Emekwa, Producer: Sally Ghaly, Rochelle Bambury, Creative Direction: Oli Park, Styling: Caitlin Moriarty, Glam: Moe Mukai & Bari Khalique , Set Designer: Clarisse D’arcimoles, Production House: Highsnobiety