Lauren London has become a beacon for authenticity, and she’s carrying that energy into her second collection with Puma named L.A. Love Story dropping Nov. 11.
The footwear and apparel collection is inspired by Los Angeles, the city that raised her, and celebrates London’s love for her hometown, and the community that shaped her into who she is today. The items also feature an ode to her longtime partner, the late Nipsey Hussle, who had as much love and fervor for the city as she does. Some pieces in the collection are also emblazoned with a motto the rapper taught her: “It’s not on you, it’s in you.”
“LA is where I was born and raised and it really is such a thick stitch in my quilt,” London tells Complex. “The ‘Love Story’ part is just my love letter to LA in this clothing. And mostly on every piece, there is a quote that Nip would always say to me. And so that’s another honor and piece on the clothing that is dedicated to him.”
“As cool as the clothes are, it’s not even about that. It’s about who’s wearing it,” she adds. “And for me, just in my life, I owe so much to Hussle and I just always want to honor him and all that I do.”
The L.A. Love Story campaign was photographed and creatively directed in collaboration with London and Hype Williams, which also transported her back to her roots. “I used to model in music videos. That’s how I started,” she says. “So to have Hype Williams, a legend and icon, actually shoot my campaign for a collection that my name was on, was a full circle moment for me.”
The unisex collection is for everybody, she says, and it includes a mix of streetwear infused with her style, with prices that range from $22 to $110. It also features footwear and apparel pieces including a track jacket, track pants, hoodies, shorts, and men’s and women’s boilersuits, with a color palette inspired by the Los Angeles landscape.
Puma and London’s L.A. Love Story will be available exclusively first on the Puma mobile app starting Nov. 11 and will be available globally in select retailers and online at PUMA.com beginning Nov. 13. Complex chatted with London ahead of the release and she talked about her partnership with Puma, how her personal style inspired the new collection, her upcoming movie You People and more. Check out the exclusive photos from the campaign and our interview, edited for length and clarity, below.