On Tuesday, Lauren London and Puma launched the ad for their newest collab, and it’s a tearjerker.
With poetry written by Nipsey Hussle’s sister, Sammie Smith, and music by Grammy winner Larrance Dopson, the nearly three-and-a-half-minute advert is so much more than just another clothing collection ad. It’s an endearing love letter to the late rapper, a celebration of his promising legacy and a chance to revel in the beautiful people of Inglewood, California, who are still mourning the rapper’s tragic death.
The video, directed by Danny Williams, shows Lauren moving through Nipsey’s stomping grounds around Crenshaw and Slauson. Lauren narrates the video, reciting a poem that highlights, despite our differences, we are connected through love, the need to be seen, and the idea that we are here for something greater and higher than ourselves.
“We are flowing. We are growing. We are open like the Red Sea,” she says.
The video closes, with Lauren walking towards a location reminiscent of the site that she and the late Nipsey shot their GQ California Love profile.
“Lauren London is proud to join forces with PUMA to support her on this next chapter of her journey,” the video profile reads. “This piece was a creative vision Lauren wanted to bring to life to signify the continuation of her marathon alongside PUMA. Forever Stronger.”
Take a look at “PUMA x Lauren London ‘Forever Stronger’” below:
Listen…we are in tears, as is Twitter:
Puma is no stranger to Nipsey and Lauren.
September 5th, PUMA debuted the late rapper’s posthumous collaboration with the athletic brand, PUMA x TMC Collection, designed by Nipsey. Not surprisingly, it sold out within 24 hours.
All proceeds for Nip’s line went the Neighborhood Nip Foundation, founded by Hussle’s family to “empower the South Los Angeles community and neighborhoods alike across the globe.”
Stay strong, Lauren. Rest in power Nipsey.
Forever Stronger! Lauren London’s Beautiful New Puma Ad Has Our Eyes Sweating was originally published on hellobeautiful.com