Puma is returning to the New York runways in February. The German brand will host a fashion show on Feb. 8 at 8 p.m. at the Park Avenue Armory.
The official dates of New York Fashion Week are Feb. 9 through Feb. 14.
The show will celebrate the return of the Mostro sneaker, which originally launched in 1999 and comes from the Italian word for “monster.” The company is calling the show a “mysterious and nostalgic experience that will transport attendees to another world for humans and monsters alike.”
At the Armory, Puma expects to transform the space through light, music, projection and experiential elements to rediscover the statement shoe.
Pulled from Puma’s archives, the low-profile silhouette boasts a signature spiked sole and versatile snap closure. The selection of custom and commercial pieces from the fall 2024 line will complement the star of the show, the Mostro.
Heiko Desens, creative director of Puma, said, “With this show we will celebrate the comeback of one of our most unconventional ‘low-profile’ icons. We will also be using the moment to reveal some Mostro design concepts clearly pointing toward the future to build the sneaker archive of tomorrow.”
Steven Kolb, chief executive officer of the Council of Fashion Designers of America, said, “The CFDA is delighted to welcome Puma once again to New York City to stage their show on the eve of New York Fashion Week. Puma’s collaboration, energy and presence add to the week’s momentum, and we look forward to their creative prelude and fashion show.”
The last time Puma showed in New York was in September 2022, when it staged the Futrugrade show.
Creative and production partners working on this show with Puma include Prodject Agency and creative director David Stamatis. Musical guests and talent will be revealed closer to the date.
As reported, Puma is focused on increasing brand heat in the U.S. and believes that investments into “triple A ambassadors” will help. These include the likes of pop icon Rihanna, Charlotte Hornets’ LaMelo Ball and, most recently, musician A$AP Rocky, who was named creative director of Puma’s F1 collaboration in October.
