Puma Futrograde show
by Gabriel Córdoba Acosta
Puma chose New York and its fashion week to present “FUTROGRADE”, an immersive fashion show that showcased the brand’s past, present and future. This show was accompanied by a parallel metaverse show experience, launched by the sports brand called Black Station, which included exclusive NFTs with limited edition redeemable physical trainers. The digital fashion show experience will be available at blackstation.puma.com PUMA’s Black Station is conceived as an immersive and interactive place to experience the future of the brand.
Focusing now on “FUTROGRADE”, the physical show presented a selection of looks from current and future seasons, as well as other custom pieces – curated by PUMA designer and creative director June Ambrose. On the eve of its 75th anniversary, the show highlighted PUMA’s Forever Faster spirit, which fuses history and heritage with design innovation and athletic performance.
Collections on view at the Puma show included:
Downtown: PUMA’s premium execution streetwear, with a focus on sustainability
Luxe Sport: A sophisticated reinvention of streetwear, with exaggerated dimensions, reinterpreted branding, and unexpected elements.
Player’s Lounge: A reimagining of football aesthetics, celebrating fan styling and authentic, elevated materials.
PUMA Tech: A technical streetwear collection made sustainably with visible functionality and a tech-style aesthetic.
Uptown: Range of products that utilize premium fabrics and executions to create a curated streetwear look.
And in addition to all these collections, there was also a place for the different collaborations that were seen on the catwalk:
AC Milan: the collaboration with AC Milan goes back to its heritage roots to celebrate the Paninari subculture. The collection is inspired by the groups of young people who frequented Café Paninari in the Milan metropolitan area, adopting favourite brands and establishing their movement. The pieces in the collection celebrate this subversive group of streetwear enthusiasts, featuring premium woven labels, narrative patches and embroidered details.
Dapper Dan: Inspired by the idea of a pre-game runway, PUMA x Dapper Dan combines PUMA’s sporting heritage with Dapper Dan’s exquisite workmanship to create a recycled luxury aesthetic, complemented by knitted materials, tailored styles and elevated colourways.
June Ambrose: June Ambrose and PUMA’s first co-branded collection, “Keeping Score” explores the idea of reflection: how we as a community of women keep score for ourselves and each other.
Koche: PUMA’s first collaboration with Paris-based fashion brand Koché, the collection celebrates women at the intersection of fashion, fitness and femininity with silhouettes that blur the lines between performance and lifestyle.
MMQ: “Macht’s mit Qualität”. Translated from German, it means “Made with Quality” and represents the best of PUMA’s designs and materials.
Palomo: the first collaboration between PUMA and PALOMO SPAIN, the collection takes a genderless approach to add an edgy twist to PUMA silhouettes, with a 70’s inspired colour palette and graphic design details.
PAM: Working to engage the consumer in a meaningful, evocative and exciting experience, this first collection blurs the lines between sport/activity, hobby, virtual/real, urban/outdoor, object/function, etc.
Take a look below:
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