Kylie Jenner is back with her second Puma campaign, which takes us back to a non-so-distant era, where ironically the Kardashian/Jenner clan was yet to be conceived. This is the second time Keeping up the Kardashians’ younger star has teamed up with the German sportswear label to appear in their ad campaign and, this time around, she perfectly embodies Puma’s retro designs and hip-hop allure.
While Kylie Jenner’s debut with Puma back in March 2016 was for the sneaker Fierce, she is now channeling a full-loaded Eighties-inspired look with the Suede, which is the label’s most iconic pair of sneakers created so far.
Before unveiling the full Puma fall 2016 campaign with Kylie Jenner, Puma and the young socialite teased us with appealing captions and pictures on their Instagram accounts, even taking some time to get serious and remark Suede’s importance in the fashion and athletic worlds. “The PUMA Suede started its story in 1968. Worn by athletes, b-boys, and hip hop stars of the day,” one of the first captions reads.
Although being kind of anachronistic, Puma’s fall 2016 ad campaign pictures Jenner on an Eighties-approved setting, with Jenner even (oddly?) using a payphone and wearing a pair of super-oversized glasses with aviator frames (this iconic shape got revamped this year thanks to the Gucci SS 2016 collection too).
With looks that include mid-calf socks and high-waisted denim shorts, the campaign features all the things that those who are currently fond of the athleisure trend will probably adore, as well as more classic proposals that somehow keep the whole old school-chic theme vibrant. Puma’s Suede campaign is definitely less minimalistic than the previous one, where Jenner wasn’t afraid to mix and match different bold colors, accessories and styles.
Like in an ideal Eighties ad campaign, we see Kylie embody a short-haired tough girl posing in a bright red varsity jacket, a cozy sports bra and a pair of denim shorts, while the more sensual picture shows a girl, who likes big dangling earrings and wearing her workout pants low.
The color palette appears to be quite diverse yet always dark-toned, with the brighter tones softened by acid denim fabrics and the matte finishes the Suede sneakers feature. Such hues are in tune with those of the background too, with Kylie showing off both her looks and her strong personality through the suburban subway and colored graffiti on the walls.
Along with the campaign’s pictures Puma released a short video, wherein not only we can admire Kylie grappling with a ‘prehistoric’ payphone, but also with an oversized radio and – wait for it – a black beeper!
If you are already feeling the nostalgic vibes and can’t wait to get your hands on the Puma Suede sneakers, they are now available at puma.com.
Photos courtesy of Puma