London-based designer Priya Ahluwalia just dropped her new collaboration with Puma and it’s all about football. 

The new Ahluwalia x Puma collection is inspired by football pitches and fan culture across Morocco and Nigeria, tapping into Puma’s archive silhouettes to bring this vision to life. The collab expresses the designer’s Indian-Nigerian heritage through Puma’s DNA, drawing from influences ahead of the World Cup. Ahluwalia was inspired by imagery of pitches and fan culture, intrigued by how different communities express pride for their football teams. 

This is Priya Ahluwalia’s second linkup with Puma, her first being a reimagined version of the Suede last year. The new capsule collection features new takes of the V-S1 football boot-inspired silhouette – a bold pan-African colourway as well as a more muted grey-and-black palette – and the T7 tracksuit, plus clothing and accessories (including the cutest micro bag), produced mainly using recycled fibres, which we love to see. 

The campaign is shot in Morocco, serving as a love letter to African football, celebrating football as a universal language which brings people together.  

The collection drops exclusively at the Puma flagship store in London and at ahluwalia.world today, and via endclothing.com tomorrow.