This season, PUMA is making its mark on Paris Fashion Week with one of the brand’s most immersive experiences yet, blending culture and community in the heart of the French capital.
Spanning four full days of unique programming, PUMA’s Paris Fashion Week takeover includes exclusive product previews, collector-led exhibitions, customization workshops, late-night parties, and more. To bring this ambitious event to life, PUMA has partnered with a variety of creative collaborators, such as Slam Jam, Studio Hagel, Hart Copy x Inside Tag, Uniform Display, and Cold Archive. These partnerships aim to celebrate PUMA’s iconic silhouettes and its rich history within fashion and street culture.
The event’s theme draws inspiration from the world of Mostro, incorporating monstrous design elements throughout. Featured product previews will include the PUMA King and PUMA Speedcat, alongside new collaborations and key apparel releases.
Kicking off with an invite-only experience, the event begins with a customization workshop led by Studio Hagel, followed by an after-party hosted by Slam Jam and PUMA. On the second day, the event opens to the public, with Cold Archive curating an experiential exhibition influenced by tattoo art, rave music, and youth culture. Day three features Uniform Display, transforming the space into a backstage runway experience where guests can explore the raw creative processes behind styling, casting, and preparation during Fashion Week.
Additionally, a special exhibition by footwear cataloguers Hart Copy and collectors Inside Tag brings the PUMA archive to Paris, showcasing hand-picked models leading up to the Mostro era. Rare and lesser-known PUMA designs will highlight the brand’s rich history in footwear.
Richard Teyssier, PUMA’s Brand and Marketing VP, shared, “We are bringing the best and brightest from the PUMA family to Paris Fashion Week, creating an unforgettable experience that underscores the brand’s growing importance in fashion and streetwear. This event is not just for industry insiders—we are opening the doors wider, connecting communities, and setting a new standard. This is PUMA showing up, standing out, and merging sneaker culture with fashion like never before.”
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