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.