Puma Returns to New York Style Week With Streetwear, Collaborations and NFTs

For the primary time since its collaborative assortment with Rihanna’s now-defunct trend home Fenty again in 2017, Puma made its comeback to the official New York Style Week schedule on Tuesday evening.

Staged at Cipriani 25 Broadway on Wall Avenue — an area lined with monolithic columns and glistening painted ceilings — the German activewear label’s “Futrograde” showcase got here simply forward of its seventy fifth anniversary. As its (comparatively new) artistic director and designer, June Ambrose reintroduced Puma not solely with its anticipated array of comfortable athleisure, however, in a shocking twist, additionally added a lot of elevated, high-fashion silhouettes into the combination. The purpose? To carry Puma to the forefront of trend once more, says Ambrose. 

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