PUMA UNVEILS MULTIFACETED CULTURAL EXPERIENCE AT PARIS FASHION WEEK

PUMA is set to transform Paris during the upcoming Men's Fashion Week for Autumn/Winter 2025, presenting a comprehensive cultural showcase that extends far beyond traditional fashion presentations.

From January 25 to 28, the German sportswear brand will host a series of curated events that blend fashion, design, and urban culture, centered around their iconic Mostro sneaker. The event promises a deep dive into creative processes and subcultural narratives.

Event Highlights

The four-day experience will feature multiple interconnected activities:

1. Personalization Workshop: Collaborating with Studio Hagel, PUMA will offer a hands-on customization course, allowing participants to engage directly with design techniques.
2. Experiential Exhibition: Curated by Cold Archive, the exhibition will explore themes of tattoo art, rave culture, and youth subcultures, providing a visual and contextual backdrop to the brand's creative vision.
3. Backstage Insights: Uniform Display will transform the event space, offering an intimate look into fashion's creative mechanisms—from casting to styling preparations.
4. Archival Showcase: Hart Copy and Inside Tag will present carefully selected archive models, tracing PUMA's design evolution and brand heritage.

Strategic Positioning

Richard Teyssier, PUMA's VP of Brand & Marketing, emphasized the event's strategic importance: "This experience transcends traditional fashion week presentations. We're creating a platform that connects communities and narrative threads within contemporary style culture."

The Mostro sneaker serves as the conceptual anchor, embodying the intersection of design innovation and cultural expression. By hosting this multifaceted event, PUMA positions itself not just as a sportswear brand, but as a cultural curator.

An exclusive Slam Jam after-party will conclude the event, providing a networking opportunity for industry professionals and cultural enthusiasts.

Through this approach, PUMA demonstrates a nuanced understanding of modern fashion's ecosystem—where clothing represents more than aesthetic choice, but a complex dialogue of creativity, community, and cultural context.