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Selena Gomez is taking her relationship with Puma to the next level. She signed with the brand as a spokesperson last year; then, in March, she designed a limited-edition sneaker and sock pairing. Now, she’s releasing a full-fledged collection—apparel, footwear, accessories, the works.

“I put a lot of effort in creating something that would appeal to every type of girl and wanted to show my personality with this collection,” Gomez said in a statement. Her favorites include the SG Runner, a white sneaker that draws from silhouettes from the ’80s and ’90s; and the layering pieces that are meant to be mixed and matched. (“SG” stands for both Selena Gomez and for the name of the collection, Strong Girl.) And, like her projects with Coach, Gomez peppered in discrete messages for her fans in the collection: “For me, details are everything, so that’s why we included some hidden, ‘strong girl,’ inspirational messages and design features,” she explained. (One of the sports bras, for instance, has “strong inside and out” written in script underneath a layer of mesh.)

SG x Puma drops in full today, online and in stores. Prices start at $30 for gloves and beanies, and go up to $200 for a jacket. Check out the assortment—plus the lookbook, which features Gomez alongside strong women in her life: Connar Franklin, Raquelle Stevens, Courtney J. Barry, Caroline Franklin, and Theresa Marie Mingus—in the gallery ahead.

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PHOTO: Dimitrios Kambouris

Selena Gomez and the Weeknd were already the golden pair of pop music; now, they have matching athleisure collaborations to cement their status as everyone’s favorite couple-of-the-moment. The lucky brand? Puma, who announced today that Gomez will join the Weeknd as an official ambassador.

“Fearless talent and ? of Instagram joins the family,” Puma captioned an image of Gomez, clad in a branded velvet top, sport shorts, and trainers. The performer also took to Instagram, her medium of choice, to confirm the news; in her post, she shared a glimpse at the collection in a Puma sportsbra, high-waist leggings, and oval sunnies. (Though The Weeknd didn’t post anything on his main feed, he did repost one of the lookbook shots on his Instagram Story.)

PHOTO: GUY AROCH

In her inaugural campaign, Gomez is photographed solo (sorry, no official couple campaigns just yet) in Puma’s Phenom sneaker. In an interview with Vogue, the newly-appointed ambassador shared that she’s obsessed with the collection’s versatility: “It’s all these pieces that you know are going to look good together, so it’s just kind of throwing this on, throwing that on,” she said.

“When it comes to this whole world of fashion—that’s what I’m going to call it—I think it’s become this collaborative thing where streetwear and fashion blend into one,” she continued. “It’s a really beautiful thing because I see girls now feeling sexy in not even necessarily workout clothes, but clothes you could go work out in, then put on a cute pair of shoes and go out after. That’s what’s so crazy about now. Even just throwing something over a workout pant or just sweats, you kind of feel like you can do whatever you want.”

We should’ve seen this coming when Gomez matched Puma XO ‘Parallel’ sneakers with The Weeknd. (He happened to co-design the style.) Clearly, the two know how to make a piece work for either wardrobe—and, according to her interview with Vogue, she and Abel also share hoodies. Surely with this collaboration, there will be more his-and-hers athleisure moments to be envious of.

Not only is she joining her significant other in this latest venture, but Gomez now finds herself among the ranks of Puma girls Cara Delevigne and Kylie Jenner—and, of course, Rihanna.So, what exactly can we expect from the partnership? Per Vogue, Gomez will help design products (!) and direct a few upcoming campaigns (!!!) in the next few months. More athleisure for all!

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Selena Gomez and The Weeknd Match Their Footwear, Naturally

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