PUMA and Salehe Bembury Unveil Biometric Beauty at Paris Fashion Week
Following the Mostro House takeover at Paris Fashion Week in January, PUMA returned to the French capital, this time to unveil a visionary collaboration with designer and new PUMA partner, Salehe Bembury. The immersive experience invited guests into a world of biomorphic beauty and engineered imagination, anchored by the debut of the Velum, Bembury’s first lifestyle silhouette with PUMA, featuring NITROFOAM™.
Throughout the experience, installations and product displays traced Velum’s evolution from concept to sneaker. The space opened with an invite-only gathering, followed by a public pop-up on June 25, where 100 pre-release pairs of the Velum were made available exclusively. Bembury was present to greet guests and sign the first pairs of his new collaboration. The space remained open to the public for three days.
Inside, guests stepped directly into Bembury’s mind, a universe where nature and machine coexist. At its centre was a futuristic lab, a space where the Velum was displayed as an artefact under observation. Blending Bembury’s signature design language and love for organic shapes with PUMA technology, the Velum spills beyond the shoe and takes over the entire environment: organic textures emerge from the walls, ripple beneath the floors, and extend overhead.
To round out the experience, PUMA introduced elements of the H-Street installation, first seen during the recent launch in Seoul — to Paris. Visitors were given an exclusive preview of the new low-profile silhouette ahead of its official launch on 28 June 2025.
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