PUMA and Salehe Bembury Bring Biomorphic Vision to Paris Fashion Week
by Adriano Batista
After making waves with the Mostro House takeover earlier this year, PUMA is back in Paris with a new collaboration, this time with designer Salehe Bembury. The immersive experience, built around Bembury’s first lifestyle sneaker for PUMA, the Velum, blends organic inspiration with technical innovation, featuring the brand’s NITROFOAM™ cushioning.
The event walks guests through the Velum’s journey from initial concept to finished shoe. It kicks off with an invite-only preview, followed by a public pop-up opening at noon on June 25, where the first 100 pairs of the Velum will be sold ahead of the official release. Bembury will be there in person to meet attendees and sign some of the first pairs. After the initial drop, the space will stay open to the public for three days.
Inside, the installation feels like stepping into Bembury’s creative world, a place where nature and technology merge. The centerpiece is a futuristic lab showcasing the Velum like a carefully studied object. The shoe’s organic shapes and textures don’t just stay on the foot; they spread across the space, appearing on walls, floors, and even overhead.
Adding to the experience, PUMA brings elements of its H-Street installation from Seoul to Paris, giving visitors an early look at a new low-profile sneaker before its official launch later in June.
PUMA X SALEHE BEMBURY
18 Rue Saint Gilles
75003, Paris
June 25
12:00 PM
PUMA x SALEHE BEMBURY POP-UP
Open to Public
3:00 – 7:00 PM
PUMA HOUSE
Open to Public
June 26
11:00 to 7:00 PM
PUMA HOUSE
Open to Public
June 27
11:00 – 7:00 PM
PUMA HOUSE
Open to Public
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