PUMA Brings Sneaker Culture to Paris Fashion Week with Bold Event Celebrating Iconic Designs

PUMA Brings Sneaker Culture to Paris Fashion Week with Bold Event Celebrating Iconic Designs

(IN BRIEF) PUMA is set to host a groundbreaking and immersive experience at Paris Fashion Week, featuring four days of exclusive previews, custom workshops, exhibitions, and after-parties. The event, which highlights iconic PUMA silhouettes and new collaborations, is centered around the “Mostro” collection, showcasing bold design elements. Partners like Slam Jam, Studio Hagel, and Cold Archive will contribute to this dynamic celebration of sneaker culture and fashion. The event aims to merge communities and connect streetwear with high fashion, opening doors for public engagement while also commemorating PUMA’s rich design legacy.

(PRESS RELEASE) HERZOGENAURACH, 20-Jan-2024 — /EuropaWire/ — PUMA is preparing to host its most ambitious and immersive fashion week experience yet, blending culture, community, and design in the heart of Paris. Over the course of four days, the event will offer an exciting lineup of exclusive previews, artistic exhibitions, custom workshops, late-night parties, and much more. To bring this vision to life, PUMA has partnered with influential collaborators, including Slam Jam, Studio Hagel, Hart Copy x Inside Tag, Uniform Display, and Cold Archive, each contributing their creative touch to the celebration of iconic PUMA silhouettes and unique collaborations.

The event draws inspiration from PUMA’s “Mostro” collection, with bold, monstrous design elements featuring prominently throughout. Among the highlights will be the unveiling of the PUMA King and PUMA Speedcat, alongside new collaborations and standout apparel pieces.

The festivities begin with an invite-only experience, launching with Studio Hagel’s exclusive customization workshop, followed by an after-party hosted by PUMA and Slam Jam. Day two opens to the public with Cold Archive curating an exhibition that channels the energy of tattoo art, rave culture, and youth movements. On day three, Uniform Display transforms the space into a backstage fashion show, providing guests a behind-the-scenes look at the creative processes involved in styling, casting, and preparation for the runway.

Throughout the event, an exhibition curated by footwear experts Hart Copy and Inside Tag will showcase PUMA’s archive, spotlighting iconic models that span the brand’s design history, particularly leading up to the Mostro era. Lesser-known yet influential models will be featured, shining a light on PUMA’s rich legacy in footwear design.

Richard Teyssier, PUMA’s Brand and Marketing VP, remarked on the significance of the event: “This is PUMA’s boldest move yet at Paris Fashion Week, bringing together our most innovative minds to create a ground-breaking experience. It’s not just for industry insiders – we’re opening our doors to the broader community, making a statement about how sneaker culture and fashion intersect, and setting a new standard for the future of streetwear.”

The PUMA Mostro House will be located at 7 Rue Froissart, Paris, with the following schedule:

• January 22: Invite Only
• January 23: 15:00 – 20:00, Open to Public
• January 24: 14:00 – 20:00, Open to Public
• January 25: 09:00 – 17:00, Open to Public

Media Contacts:

Sandra Wedel
Senior Manager PR for Sportstyle
sandra.wedel@puma.com

Alberto Turincio
Teamhead Touchpoints Sportstyle
alberto.turincio@puma.com

SOURCE: PUMA