The Blackpink singer puts together a doddle of an edit with the German brand

The Puma X Rosé Speedcat Ballet

When you are an industry darling, you’ve got the gravitational pull that just draws brands to you. We are referring to Blackpink’s Rosé. And Puma is one of the many sucked into her vortex and it is clearly a very intentional move. The result is a Puma x Rosé collection, but it isn’t just shoes, but also a small collection of clothing. Whether footwear or garment, the target is clear: her many fans for whom her every creative endeavour has no equal and is highly covetable. For a dedicated fandom, a collaboration isn’t just products; they are pieces of their idol’s world. This emotional connection drives sales in a way that traditional marketing simply cannot.

While her global influence is undeniable, the question remains: does she have the design talent to match, as her songwriting skill does? The short answer is that Rosé’s role isn’t about being a technical designer in the classic sense, but rather a creative director and visionary. The design talent she brings to Puma x Rosé collection isn’t about knowing how to construct a show from scratch or select the right fabric for durability. Instead, it is about her ability to translate her unique aesthetic and personal style into a tangible product line. And it that respect, she has created quite a compelling capsule.

While her global influence is undeniable, the question remains: does she have the design talent to match, as her songwriting skill does?

Rosé was named a global brand ambassador for Puma in June 2024. This partnership is a significant move for both parties, with Rosé joining a lineup of other major Puma ambassadors like Rihanna and Dua Lipa. Rosé’s partnership is a continuation of this calculated strategy. She isn’t just a spokesperson; she’s considered a creative force with a proven track record of influencing fashion trends and driving sales. Puma has given her creative control, and they are hoping to monetise her personal aesthetics. She does not only get to style shoes, but also clothes too.

The apparel collection is, unsurprisingly, a range of sporty, streetwear-inspired but vanilla designs in either black or white. It re-interprets classic Puma items into boxy tops and cute bottoms that are no challenge to her fans. Perhaps, more interesting is the footwear. It comprises two fresh takes on the Puma Speedcat sneaker: the Speedcat Ballet and the Speedcat OG Premium. It is the kick with the pointe-inspired laces that is however drawing mixed reactions. It is somewhat predictable given that ‘balletcore’ is still trending. While they are those who think it cute, many also feel that is merely a riff of other similar sneakerers. To us, the side view of the Speedcat Ballet is striking. But from the top, it’s a tied load of bread.

The PUMA x Rosé collection is available at select Puma stores and indie retailer. Photo: Zhao Xiangji