Puma unveils Hello Kitty collaboration

Puma is continuing its run of creative collaborations with a new capsule collection designed with Hello Kitty.

The sportswear heavyweight and the kitsch lifestyle brand have joined forces to launch a seven-piece womenswear collection of ready-to-wear pieces and accessories, to mark the 50th anniversary of the Puma Suede collection.

The collection comprises a t-shirt, hoodie, jogger, backpack, gym sack and hat -- all in the same shade of vibrant red, and dotted with cute Hello Kitty motifs. The star piece is the duo's take on the Puma "Women's Suede," a classic sneaker that has been given a cheerful makeover with playful cartoon graphics.

Hello Kitty is the latest in a string of high-profile names recruited by the athletics brand, whose roster features Selena Gomez, Rihanna and The Weeknd. Hello Kitty has also had a busy few months, having been signed up as a ‘Special Ambassador' for the United Nations World Tourism Organization and collaborated on a fashion collection with Asos.