PUMA’s latest women’s collection, Velvet Rope, is inspired by its name sake: that dividing line between the queue and the party, says the brand. “You can choose to wait. Or you can choose to stand out and own the moment with a confidence that radiates and commands.

“This season’s collection features inspiring pieces for women to wear while boldly breaking the rules and following their instincts to find their best selves.

Products clockwise: Combat training gloves, Fierce, Explosive mesh tank, and Everyday Train graphic tights. Right of products: Kylie Jenner is one of the ambassadors.

“Velvet Rope is a tech-infused collection with sportstyle and training pieces that carry a commanding confidence in any setting. Inspiration was taken from the world in which the Velvet Rope lives. Color palettes blend autumn hues with metallic: olive and copper, navy and silver. Silhouettes stun, flatter, and support. Materials perform at any time of the day or night, from strong Lycra to soft velvet.”

Nomzamo Mbatha

The collection forms part of the DO YOU campaign, which brings together women from different fields – each telling a story of bravery and confidence to inspire others around them.

Kylie Jenner, South Africa’s Nomzamo Mbatha and New York City Ballet dancers Olivia Boisson, Mimi Staker, Emilie Gerrity, Meagan Mann and Unity Phela embody the collection’s DO YOU attitude.