Puma returns to New York Fashion Week with streetwear, collaborations and NFTs
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A walking model at the Puma Futrograde Spring 2023 runway show.
Photo: Imax Tree
For the first time since Rihanna’s collaboration collection with the now-defunct fashion house Fenty in 2017, Puma returned to the official New York Fashion Week schedule on Tuesday night.
The German activewear brand’s ‘Futrograde’ showcase at 25 Cipriani Broadway on Wall Street, a space of monolithic columns and glowing painted ceilings, came just before its 75th anniversary. (relatively new) creative director and designer June Ambrose not only delivers the comfy athleisure you’ve come to expect, but with a surprising twist, adding sleek, high-fashion silhouettes to the mix. , reintroduced Puma. Target? To put Puma back at the forefront of fashion, says Ambrose.
A few days before the show, as I passed busy assistants carrying bulky garment bags and models finalizing castings, Ambrose had a brief chat with me about the brand’s anticipated return to New York Fashion Week. He took the time to talk to me. – I need jam and toast in the morning.
“We wanted to re-establish an iconic moment that the brand has created, but we still feel like we can talk,” she says. To me, that’s a really nice twist, because you have to show so much restraint. [try not] Overdesign to tell a story. Instead, in all its simplicity there is something very elegant. “
Ahead of the runway show, she visited Puma’s headquarters in Germany to research past styles from decades of archives and find ways to reimagine retro pieces like the T7 Classic Tracksuit. . Ambrose’s affinity for Puma’s heritage is reflected in a collection that pays tribute to streetwear, a category in which the brand pioneered. Baggy pants, layered ensembles, and oversized exaggerated ‘fits reflect what was going on in her late ’90s and early 2000s, looking to the brand’s future while enhancing it.
“There are so many beautiful things to discover when you go back to where things started,” she recalls. “The show was intended to highlight select products within the brand in the lifestyle fashion space.”
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PUMA has also unveiled a number of highly anticipated collaborations on the catwalk, including Dapper Dan, Palomo, AC Milan and Cochet, all unique interpretations of the brand’s heritage. In an era of oversaturation and more or less, especially in fashion, Puma has managed to answer what it means to be authentic and stand out to customers as a traditional brand.
Performers at the Puma Futrograde Spring 2023 runway show.
Photo: Rodanvanica/Getty Images
Divided into three sections, the show took viewers through PUMA’s timeline and celebrated some of the most iconic marks across the industry. The performers added excitement and interest to the presentation as the models strode down the towering catwalk. They scrambled through the mirrored rocks of the runway in their dance sequences, sometimes blending into the stage and becoming props themselves.
In addition to this, PUMA has proven its ability to look to the future and innovate, incorporating hot technology concepts into the show. A parallel metaverse called Black Station launched her fashion show experience. The show will feature exclusive NFTs redeemable for limited edition physical sneakers. Black Station connects consumers with a variety of web3 activations that will emerge over the next few years. “It’s still unknown, so it’s great to have a tangible product that allows us to actually see this intangible product.
The PUMA team also capitalized on the playfulness of the black beauty to bring childhood favorite hair accessories to the show, including colorful hair bobbles, bright barrettes and bejeweled clips. Other accessory highlights include otherworldly hats, maxi his totes, and chunky sneakers.
“[I’m excited] To celebrate my contribution to culture, my many years of work in this space with this global brand, and re-establishing that PUMA is more than just a sport,” explains Ambrose. . When style. I always say life is a sport, but we tackled this really confident energy and harnessed our ‘AI’ – and ‘AI’ means genuine intelligence.
The show included both the Fall 2022 production (which will be available shortly after the show) and other productions slated for release in Spring 2023. See all of Puma’s runway show looks below.
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