Rosé unveils her first full collection with PUMA, titled PUMA x ROSÉ, marking the next chapter in her partnership with the brand. The range interprets her perspective and taste through a monochromatic lens, connecting to personal references while balancing oversized silhouettes with tailored shapes. Details reflect her distinctive style, while new iterations of the PUMA Speedcat underscore her role as both ambassador and collaborator.
The campaign introduces the collection with imagery that feels intimate and lyrical. Shot against soft green settings, the visuals position the line with a sense of unfiltered honesty. The aesthetic captures what Rosé describes as a form of quiet rebellion, one that values confidence and expression without distraction.
Speaking about the launch, Rosé explained the personal nature of the line: “This PUMA x ROSÉ collection is really special to me because it reflects so much of who I am, both on and off stage. I wanted every piece to feel like a quiet rebellion, something that empowers you to show up as your most honest, fearless self. We carried that same feeling into the campaign, which was all about capturing that raw, unfiltered version of me. I wanted it to feel like how I see myself without all the noise, and I think there’s something really powerful in that. We all have our own rhythm, our own signature, and when we embrace that fully, that’s when we feel the most real.”
The footwear at the center of the collection comes through the Speedcat, a silhouette tied to PUMA’s motorsport history. Rosé presents two new interpretations: the Speedcat Ballet and the Speedcat OG Premium. The Speedcat Ballet introduces pointe-inspired laces, referencing the precision and poise of ballet while retaining the aerodynamic lines of the original shoe. The Speedcat OG Premium explores a different approach, wrapping the upper in statement lacing details that transform the familiar model into a fresh expression of Rosé’s design perspective. Both pairs carry forward the Speedcat’s legacy while introducing elements that connect directly to Rosé’s creative touch.
For apparel, Rosé directs attention to reimagined classics and casual silhouettes that fit contemporary streetwear. The Oversized Track Jacket and Relaxed Track Pants reinterpret PUMA’s archival track suits, adding modern proportions while maintaining their athletic codes. Relaxed sportswear remains central to the lineup, with pieces such as the Half-Zip Jacket and Full-Zip Hoodie adding structure and versatility. A Mesh Top featuring the custom “ROSIE” wordmark on the back expands the collection’s graphic language and introduces a playful element.
Accessories reinforce the range with shapes that provide balance to the oversized apparel. The X-Small Duffle and Micro Grip serve as compact counterpoints, adding personality while functioning as everyday pieces. These items create visual punctuation within the line, echoing Rosé’s intent to pair practicality with a clear design voice.
The monochromatic direction unites the entire release, filtering through footwear, apparel, and accessories with consistency. The palette keeps focus on proportions, silhouettes, and detailing rather than distraction. This choice aligns with the tone of the campaign, where Rosé positions the collection as an authentic extension of her style.
The PUMA x ROSÉ collection will be available starting August 28, 2025, through PUMA’s website, flagship locations, and select stockists. With a campaign rooted in Rosé’s concept of honesty and rebellion, and a product range that extends from athletic staples to reworked footwear icons, the collaboration marks a new chapter in PUMA’s ongoing relationship with the artist.
