During fieldwork in Serra Negra da Mantiqueira, Minas Gerais state, southeastern Brazil, a new taxon of Passiflora, subgenus Astrophea, was collected in cloud forest areas. Passiflora purii, the new species, is characterized by the conical trochlea and the totally vinaceous corona, and was named in honor of the Puri ethnic group that inhabited the mountain range where its population was located. Detailed data on the distribution, habitat, reproductive phenology, and conservation status of the new species, as well as a key to closely related taxa of subgenus Astrophea are provided.