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Selena Gomez’s New Puma Collection Is Full of Hidden Messages

Reporting by Jessica Radloff
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And Gomez knows her fans can't get enough. "They’re so supportive," she says. "I have such a good relationship with my fans at this point. It’s nice." In this spring 2019 drop, specifically, shoppers will find the names of cities that are important to her (Grand Prairie, Los Angeles, New York, and Herzogenaurach, Germany, where Puma HQ is) and their coordinates; her birth year and that of when Puma was founded; a semicolon (a callback to her tattoos); plus the sunset-inspired color palette.

The SG x Puma spring 2019 collection on set

Courtesy of Puma

In terms of her personal style, Gomez says she's had "a lot of years of transitioning and transforming," but what she keeps coming back to is a classic, more streamlined look. "I love trying new things, but I generally love pieces that I feel very sophisticated, sexy, and classy in. I personally don’t want anything that’s too distracting," she says. Her mood will often dictate what she wears. "I like to be chill. I don’t overthink anything. I’ll put things together randomly—put on a sweater, throw on a belt with it, maybe wear a skirt or something. It just depends on where I’m at, mentally. I mean, half of fashion is being confident, I think."

That could mean an elegant black V-neck dress by Dior for a red carpet, or it could mean leggings and sneakers to go to a theme park with friends. Gomez doesn't concern herself with what might be photographed or people might think: "You could see me with ankle weights on, with a big hoodie, eating a turkey leg—which happened to me [last week]—and I just don’t care. When I have to [turn] it on, I can, and I’m grateful I have a great team, but I don’t need to worry about that stuff."

Gomez filming her spring 2019 campaign

Courtesy of Puma

"I go through periods where I’m absolutely in love with fashion, and then I go through periods where I’m like, 'I don’t know what to wear, I don’t know what’s cool.' And I’m going to just do my own thing," Gomez adds. Right now she can't think of one specific source of inspiration for her style, but she does have one trend she can't get enough of, evidenced by her recent red carpets: "I do know I love barrettes. I'm obsessed."

Back to the Puma collaboration: The pieces in the spring assortment are aligned with what you'd probably expect to see Gomez wearing—easy, cozy separates that lend themselves to long days and lots of travel, but still grab the eye. "I love baggy things. I love wearing sweats. Sometimes I’ll find cool ways to dress it up: I’ll wear black tights and have yellow socks on with white shoes, and then I’ll put a sweater on," she says. "Sometimes I’ll do that, or just wear straight sweats."

Gomez filming the spring 2019 campaign

Courtesy of Puma

SG x Puma also allows fans to buy into Gomez's style at a more affordable price point—starting at $12 for socks and capping out at $120 for footwear. (Apparel ranges from $35 to $80.) Don't be surprised to see Gomez wearing the pieces in the celebrity-signature high-low fashion. She's a fan of the styling method: "I’ll wear a great leather jacket with something that’s simple. I have very few staples of things from designers I love, a few Louis Vuitton things that I’m obsessed with—I’ll just add that on."

If you want to start taking guesses as to what products from the line she'll be spotted wearing first (our money's on the romper), take a look at every single piece in the SG x Puma spring 2019 collection, ahead.

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