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Upon entering the grand Park Avenue Armory in Manhattan on Thursday night, attendees were met with loud, eerie music and a darkness pierced only by an illuminated lamp. Cougar symbol. Hovering above what could only be described as a dystopian carnival, the symbol shined brightly ahead of the reintroduction of the sports brand in New York Fashion Week.
Puma brought together many celebrities of the moment to sit front row for the show, including Emily Ratajkowski, Ashley Graham Becky GGloRilla and Caleb McLaughlin. Heading into NYFW 2024, Puma focused its grand production around the revamped Mostro sneaker from 1999.
the brand has lagged in terms of high fashion collaborations in recent years, but is working to assert itself by partnering with companies like Rihanna. FentyF1 and A$AP Rocky as creative director.
Thursday’s Puma show illuminated just that, with the pointed-toe Mostro sneaker the highlight of each model’s look. the outfits matched the mood of the show, which was George Orwell’s 1984 carnival. Models wore oversized visors, long trenches practical for the weather, and carried clear duffel bags with the Puma symbol emblazoned on the side. As a sports brand, it was to be expected that clothing would be designed for movement. But Puma’s incorporation of futuristic touches and shapes showed that they are serious about becoming part of the surreal streetwear conversation.
Colors were primarily black, white and silver, but the occasional splash of color or camouflage stood out among the model lineup. Strange things Star Caleb McLaughlin matched the scene on the runway, wearing all black. Emily Ratajkowski also did the same, literally, wearing a zip-up track suit and shorts. She paired her outfit with bright red Puma sneakers that glowed in the dark room. Meanwhile, GloRilla and Becky G matched the energy of the Mostro shoe from 1999. Becky G wore baggy jeans and a colorful top, while GloRilla wore a cropped green vest and bra with khaki pants.
See more of the program here:
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