At New York Fashion Week, Puma Explores Its Future by Reimagining Its Past


“Past, present, and future, it’s about a collective retrospective of the history of Puma and the foundation it stands on,” Ambrose said backstage as she took a break from taking photos with fans. “The idea that street culture has eclipsed every mainstream fashion brand is what we celebrated tonight,” she added. Indeed, if there was something to take away from today’s show and the work of folks like Ambrose herself or, say, Virgil Abloh, it’s that street culture has transported brands like Puma from utility-only sports brands to mainstay cultural behemoths.

Heiko Desens, global creative director and head of innovation at Puma, said that they wanted to do something looking into the future while incorporating Puma’s heritage and cultural relevance in different communities. The first chapter of the show was about classic Puma: the T7 stripe, basketball shoes, and more timeless icons. “We included some of them in their original shape, but we also wanted to have fun and remix the looks and shapes together to bring them into the now,” he said. Alton Mason opened this segment of the show in a tracksuit suit (meaning a tracksuit cut as a tailored suit) with a fluffy overcoat. An assortment of other tracksuit remixes and monogram logo separates in the same beige tone as Mason’s followed. Other looks included a very cool red tracksuit reimagined in smooth leather and Puma sneakers rendered as knee-length boots or massive platforms. Winnie Harlow and Usain Bolt closed the segment in black tie tracksuits.



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