Are you starting to suffer fatigue from the endless '90s hip-hop references in fashion? Relax, because German sportswear brand has your back. The newly unveiled Puma campaign stars Atlanta-based MC Young Thug wearing what we can only describe as a gloriously retro version of the iconic '70s gym tracksuits synonymous with hip-hop stars of that generation. Think: close-fitting silhouettes, velour and just a single white stripe.
The aesthetic of the campaign couldn't be more perfectly timed - thanks to Baz Luhrman's hip-hop roots Netflix series The Get Down, ardour for that creatively fertile era in music history is strong. And thanks to Rihanna's involvement (and Fenty x Puma line) with the brand, Puma looks set to be staging a major comeback that echoes other leading sportswear giants like Adidas and Nike. And as for Young Thug? The rapper is fast carving a music-fashion niche for himself - he most recently starred in Calvin Klein's massive A/W '16 campaign.