PUMA x Salehe Bembury’s Velum Sneaker Debuts in a Biomechanical Paris Pop-Up
by Adriano Batista
PUMA and Salehe Bembury turned Paris into a laboratory of organic futurism this Paris Fashion Week. Following their Mostro House takeover earlier this year, the duo unveiled their latest collaboration, the Velum sneaker, through an immersive brand experience blending Bembury’s love of natural forms with PUMA’s technical innovation.
The centerpiece was the Velum, Bembury’s first lifestyle shoe for PUMA, featuring the brand’s NITROFOAM™ cushioning. A journey into the designer’s creative process where installations traced the sneaker’s evolution from concept to final form, treating it like a specimen under examination in a futuristic lab. The space itself mirrors the shoe’s aesthetic, with walls, floors, and ceilings rippling with organic textures.
The experience kicked off June 25th with an intimate gathering before opening to the public, where the first 100 visitors had a chance to secure pre-release pairs. Bembury made an appearance, signing shoes and welcoming guests into his biomechanical vision.
Adding another layer to the event, PUMA brought elements of its H-Street installation from Seoul, giving Paris attendees an early look at an upcoming low-profile silhouette before its official launch.
Check out some photos from the event below:
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