Cara Delevingne Is Puma's Latest It-Girl Campaign Star

The Hollywood Reporter

We'd like to imagine that when Cara Delevingne first received word that she'd been chosen as Puma's newest It Girl, she was welcomed with open arms by fellow ambassadors Rihanna and Kylie Jenner as the newest member of their badass circle of Puma ladies.

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According to the German brand's latest Instagram story, that fierce-girl fantasy might not be too far off. Delevingne, who is the face of the "Do You" campaign, was directed by Rihanna for the accompanying video. In addition to playing designer for the Fenty x Puma capsule collection, which dropped in stores earlier this month, Rihanna is getting her feet wet as a director (as if she wasn't busy enough). Her second Fenty x Puma collection is expected to debut in Paris.


DIRECTOR RIRI: A behind-the-scenes look at the "Do You" campaign. (Photo: @puma/Instagram)

From the looks of the first few images, it appears that Delevingne's Suicide Squad and Valerian and the City of a Thousand Planets training paid off, because holy abs, Bat Man! "The only way to be you is to #DoYou!!" wrote Delevingne on Instagram. "So honored and pleased to launch the new #PUMAWomen campaign with @puma." 

Adding the model-turned-actress to its roster was a solid move for Puma, especially considering RiRi and Jenner alone helped boost the activewear brand's net sales by 4 percent with the promotion of the women's lines (both footwear and apparel).