PUMA SELECT's first Paris Fashion Week space: five months of work, four days of programming, and a global celebration built around Mostro.
Bring PUMA SELECT to Paris Fashion Week for the first time, as an homage to the world of Mostro, and turn a product moment into a cultural one that connects communities far beyond industry insiders. Not a local activation: a global one, with guests from South Korea, China, the USA, LATAM and across Europe.
Day one. The grand opening. 200+ media at exclusive press moments, an influencer workshop with HAGEL Studio where guests crafted their own Mostro, Friends & Family, and a 500+ guest afterparty with Slam Jam.
Day two. Cold Archive. The space became an immersive exhibition, “Imperfection is the New Perfection,” inspired by tattoo art, rave rhythms and youth culture.
Day three. Uniform Display. A behind-the-scenes styling experience · personalised styling, make-up and photoshoots · pulling back the curtain on fashion week.
Day four. Tribe Berlin. The week closed with a Tribe Berlin running experience, celebrating movement, connection and community.
Running throughout: an archive exhibition by Inside Tag & Hart Copy, tracing decades of PUMA design history up to the Mostro era.
“This is PUMA showing up, standing out, and merging sneaker culture with fashion like never before.”
Richard Teyssier, PUMA Brand & Marketing VP
Over four days: 5,000+ attendees, nine activations (press breakfast, influencer workshop, afterparty, Cold Archive exhibition, seeding lounge, Tribe Berlin run and more), 400 Mostro shoes seeded and 700+ products gifted globally, a genuinely cross-continental moment for the franchise.
