Images: PUMA

Cara Delevingne isn't picking up modeling gigs that often these days, so whenever we see her getting her pose on, we know it's got to be for a solid reason. Her latest gig is one that definitely stands out: Delevingne is joining Puma's growing ambassador family, in a campaign creative-directed by none other than THE Rihanna.  Rihanna (if you've been hiding under a rock) is the brain behind Puma's most buzzed about collection, FENTY x Puma

Delevingne was just announced as the face of Puma's new "Do You" initiative, which aims to encourage confidence and individuality in women — a message that's very much in line with Cara's personal ethos. The 24-year-old model and actress said 'DO YOU' is an ownership experience. "Finding the power within ownership - it's a very powerful statement.  It's about accepting who you are, no matter your faults.  'DO YOU' is about finding your truth and sticking to it."


The campaign, inspired by Rihanna, inspires women to stay true to themselves and make their own rules.  Given Rihanna's own belief in the message, it made perfect sense to have her direct Cara creatively. 

With the Do You campaign, Delevingne joins a roster of fellow famous folk, including Kylie Jenner and Rihanna, that Puma has assembled to boost its profile — quite successfully

The first round of imagery for this partnership features Delevingne on the streets of New York, and shot in black-and-white in a studio donning her best Puma activewear. 

Puma's 'DO YOU' campaign launches this month with a product assortment dropping through December.  Follow @PUMAWomen for the latest on the campaign. 

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