PUMA & Salehe Bembury Debut Biometric Beauty at Paris Fashion Week

Following the Mostro House takeover at Paris Fashion Week in January, PUMA returns to the French capital with an innovative collaboration alongside designer and new PUMA partner Salehe Bembury. This exclusive brand experience transports guests into a world of biomorphic beauty and inventive design, centred around the new Velum — Bembury’s first lifestyle silhouette with PUMA, featuring NITROFOAM™ technology.

Throughout the installation, displays and artwork trace Velum’s journey from concept to sneaker. The event begins with an exclusive invite-only gathering, followed by a public pop-up on June 25 at midday, where 100 pre-release pairs of the Velum will be available exclusively. Bembury will be present to meet guests and sign the first pairs of his collaborative creation. The spectacle then opens to the public over the following three days.

Inside, visitors are immersed in Bembury’s visionary universe, where nature and machinery are in conversation. The centrepiece is a futuristic laboratory-like space, where the Velum is showcased as a rare artefact under observation. Combining Bembury’s signature organic shapes with PUMA’s technological expertise, the sneaker takes over the environment — organic textures ripple from the walls, flow beneath the floors, and extend above.

To complete the experience, PUMA introduces elements from the H-Street installation, first unveiled at the recent launch in Seoul, offering visitors an exclusive preview of this upcoming low-profile silhouette ahead of its official release later in June.