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
“Made in Portugal” has grown in importance globally among the fashion industry in recent years.
Luis Carvalho presented his new collection for Fall/Winter 2026 at MODALISBOA.
Tymoteusz Zimny photographed by Arthur Iskandarov and styled by Alex Klop, in exclusive for Fucking Young! Online.
Stone Island has opened a new flagship store in Naples. To mark it, the brand released a short documentary called “A SORPRES,” directed by Glenn Kitson, tracing its long connection to the city.
The collection takes inspiration from London’s modern running culture and the particular energy of that weekend.
FOOTDISTRICT has started a new project called FOOTNOTES, built around conversations with people who operate from peripheral positions but still help shape contemporary culture.
LOEWE Perfumes has introduced the sixth fragrance in its Elixirs collection.
Spanning 400 square meters across two levels, the space houses the largest sauna in France, over 60 square meters conceived as a sensory environment.
GUESS JEANS has released a new capsule collection with Borussia Dortmund, bringing the German club’s black and yellow identity into the brand’s denim universe.
Marking the brand’s 10-year anniversary, SITUATIONIST enters the Paris Fashion Week calendar with their Fall/Winter 26/27 show.
Caster Willmott shot by Aitor Santomé and styled with archive pieces from Alec Bizby, in exclusive for Fucking Young! Online.
The new ARNODEFRANCE collection is called “Silence Taught Me Violence.” After last year’s debut shows in Paris and the push to articulate the label’s identity to a wider audience, founder Arno has pulled the volume down. The… »
Ami Paris has expanded its Mirage sneaker collection with new models joining the pairs introduced last season.
David, Ryan, Seorin, Tyler, Tom and Jonah captured by the lens of Schaël Marcéus, in exclusive for Fucking Young! Online.
The two brands have unveiled their second footwear collaboration, the GEL-QUANTUM™ 360 I.
The collection carries that Dsquared2 mix: confidence, a bit of edge, urban energy with a nod to sex appeal.
Through intimate portraits of friends, Javier González de Castejón transforms vulnerability into connection. Bodies appear not as something to expose, but as something that holds stories, trust and shared time.
Burberry has released a new capsule collection created with the Royal Collection Trust, the department of the Royal Household that looks after the official art collection.
FOOTDISTRICT has teamed up with New Balance on an editorial project built around the new ABZORB 1890 silhouette.
Denis Jovanovic at Tank Agency photographed and styled by Matt Dortomb, in exclusive for Fucking Young! Online.
The brand launched a global “Off The Wall” campaign centered on the shoe that started it all and the people who have always shaped its meaning.
Photographer Danielle Sinai Shvadron captured an intimate look behind the scenes as the brand stepped back into the spotlight.
Michael Rider showed a confident third collection for the house of CELINE staged at the Institut de France during Paris Fashion Week.
Laskaar has a new single out. The artist closes the chapter of his album TRANSFORMA with a new single, “Materialista,” and it sounds nothing like where he started.
For the first time, the brand ventures into spring and summer with its SS26 collection, extending its reach beyond frozen frontiers.
Hyunjin, a member of Stray Kids, will front campaigns for both GUESS and GUESS JEANS starting this month.
The two brands have teamed up for the first time in six years to mark BEAMS’ 50th anniversary and the reopening of its Harajuku store.
The exhibition opens March 15, 2026 at the Oscar Niemeyer Auditorium at Château La Coste and runs through June 21.
SAINT LAURENT RIVE DROITE Paris will exhibit a selection of paintings by Yvonne Robert starting March 12, with Anthony Vaccarello curating the show.
This is the second CASA LOEWE in the city, and it spans two floors covering 405 square meters.
