Puma Brings Immersive Space to Paris Fashion Week
by Anna Barr
Puma has arrived at Paris Fashion Week with a takeover made up of exclusive product previews, collector-led exhibition spaces, customization workshops, late-night fêtes, and more until January 25th paying homage to the iconic Mostro. Additionally, this activation sees PUMA team up with collaborative partners like Slam Jam, Studio Hagel, Hart Copy x Inside Tag, Uniform Display, and Cold Archive to celebrate the brand along with several of its most iconic silhouettes.
“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 the fashion and streetwear. This isn’t just for industry insiders – we are opening the doors wider, connecting communities, and ensuring our impact is felt far and wide. With this event, we will share incredible stories and set a new standard. This is PUMA showing up, standing out, and merging sneaker culture with fashion like never before”, says Richard Teyssier, PUMA’s Brand and Marketing VP.
The first day that saw industry insiders celebrate the monstrous design with fashion-week function kicks off with Studio Hagel’s customization workshop, followed up by Slam Jam and PUMA’s after-party. January 23rd sees PUMA hand the reigns to Cold Archive who have curated an experiential exhibition inspired by tattoo art, rave rhythms, and youth culture open to the public while. The 24th will have Uniform Display turn the space into a runway show’s backstage, allowing guests to experience the raw creative processes behind the styling, casting, preparation, and hands-on reality of fashion week in the French capital.
Photos by Ophélie Marus
PUMA Mostro House
7 Rue Froissart
75003, Paris
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
Pronounce FW25 Backstage!
WALTER VAN BEIRENDONCK Fall/Winter 2025
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