Sports company PUMA and model Cara Delevingne have teamed up for a second time to celebrate Pride month.
The LGBTQIA+ activist, 28, looked incredible as she proudly held a Pride flag in the campaign images, sporting a white T-shirt bearing a rainbow Puma logo.
In a statement Cara said that she wanted to ‘honour the mental health hurdles that the community has faced’, after previously admitting that she felt ‘suicidal’ while struggling with her sexuality.
Pride: Cara Delevingne wowed in new Puma campaign for Pride month after revealing she felt ‘suicidal’ while struggling with her sexuality
Cara, who identifies as pansexual, said: ‘I wanted to not only celebrate Pride month but also honour the strength of the community, specifically in regard to the mental health hurdles that the LGBTQIA+ community has faced.’
In images to accompany the campaign, the brand ambassador wore a funky pair of black leggings with ‘Free Forever’ printed on the legs and a rainbow Puma logo.
Her brunette locks were loose in soft waves and the star donned colourful eye makeup as well as rainbow love hearts on her arms.
Beautiful: The LGBTQIA+ activist, 28, looked incredible in the campaign images, sporting a white T-shirt with a rainbow Puma logo
Talking about the Forever Free Pride Collection Cara said: ‘I’m incredibly excited for the impact we will be able to make financially with the generous pledge PUMA has made to my foundation – there are loads of many deserving organisations that I’m looking forward to supporting.’
In an effort to raise awareness and support around the community, PUMA has announced that 20% of the proceeds, with a maximum donation of $500,000 USD, from the sales of the collection will go to the Cara Delevingne Foundation, a project of the Giving Back Fund, and be used to support LGBTQIA+ charities around the globe.
Global Director of Brand and Marketing, Adam Petrick said: ‘PUMA is proud to celebrate Pride month with Cara and support the work she does year-round for the LGBTQIA+ community.’
In a statement Cara said: ‘I wanted to not only celebrate Pride month but also honour the strength of the community’
The collection is unisex and includes apparel like tees, hoodies, a bodysuit, and leggings in addition to accessories.
The footwear includes a Pride inspired take on the classic Puma Suede as well as rainbow embellished sliders for summer.
The Forever Free Collection will drop just in time for global Pride month, with items available globally starting from June on PUMA.com.
Amazing! In an effort to raise awareness and support around the community, PUMA has announced that 20% of the proceeds
Cara recently revealed she became suicidal as she struggled to come to terms with her sexuality.
The model, who identifies as pansexual, said she grew up feeling ‘disgusted’ by the idea of having a same-sex partner.
Pansexuals identity means a person is not limited in their sexual choice by biological sex, gender or gender identity.
Cara, who has dated stars including St Vincent and Ashley Benson, also said she correlates the ‘massive depression’ she suffered with her struggles to accept her sexuality, which she described as ‘constantly changing’.
Speaking to Gwyneth Paltrow on her Goop podcast in March, Cara confessed her conservative upbringing contributed to her being ‘quite homophobic’ in her youth.
She said: ‘I grew up in an old fashioned household. I didn’t know anyone who was gay. I didn’t know that was a thing and actually I think growing up I was quite not noticeably, I wasn’t knowledgeable of the fact I was homophobic.
‘The idea of being same sex [partners], I was disgusted by that, in myself. I was like, ”Oh my God, I would never, that’s disgusting, ugh”.
Cara added: ‘I do correlate the massive depression and the suicidal moments of my life [to that] because I was so ashamed of ever being that. But actually that was the part of me that I love so much and accept.’
Great work: The Cara Delevingne Foundation is used to support LGBTQIA+ charities around the globe
Stunning: The footwear includes a Pride inspired take on the classic Puma Suede as well as rainbow embellished sliders for summer
Cara said that despite accepting her attraction to both men and women, she describes her sexuality as ‘constantly changing.’
She added: ‘There is still a part of me where I’m like, ”Oh, I wish I could just be straight”.’There is still that side to it. It is really complicated.’
In recent years Cara has dated stars including actresses Ashley Banson and Michelle Rodriguez and singer St Vincent.
Challenges: Cara recently revealed she became suicidal as she struggled to come to terms with her sexuality
Cara went onto discuss the beginning of her modelling career, telling Gwyneth that her original image as a ‘feminine’ woman became less compatible with her androgynous style and gender fluidity.
‘I was so unhappy and I wasn’t following my truth, especially in terms of being a model. That whole thing of having to fit into the box – I’m an androgynous person.
‘I love being a woman and dressing up and doing all that, but I also love being a rough and tumble ”man”.’
‘I feel so much more comfortable in the fluidity of what it is to be just a human and to be an animal, almost, because that’s what we are. To trust in your own instincts.’
Cara previously spoke to Variety about realising her sexuality.
She said: ‘However one defines themselves, whether it’s ‘they’ or ‘he’ or ‘she,’ I fall in love with the person – and that’s that. I’m attracted to the person.’
She also said she was ‘deeply unhappy and depressed’ in her teenage years as she struggled to come out in an ‘old fashioned, repressed English family’. ‘I just didn’t want to admit who I was,’ she said.
Cara, who had previously been linked with Jake Bugg and Harry Styles, had a relationship with Pretty Little Liars actress Ashley Benson for nearly two years.
The couple split in May 2020 after their relationship had ‘run its course’ and Ashley has since been spotted with new beau 31-year-old rapper G-Eazy.
Former flame: Cara had a relationship with Pretty Little Liars actress Ashley Benson for nearly two years (pictured 2020)