PUMA and Salehe Bembury Fuse Nature with Innovation at Paris Fashion Week

*Photo by Arnold Jerocki/Getty Images for Puma*

In the heart of Paris, PUMA and celebrated designer Salehe Bembury unveiled a sensory-rich brand experience that redefined sneaker storytelling and elevated design beyond footwear. The immersive installation—part of Paris Fashion Week’s buzzing calendar—was more than just a product drop, it was a portal into a new world of “biometric beauty,” showcasing Bembury’s first lifestyle silhouette with PUMA: the Velum, powered by NITROFOAM™.

Held in an otherworldly space that felt equal parts futuristic lab and nature’s inner sanctuary, the event marked a monumental next step in PUMA’s fashion-forward narrative and Bembury’s ever-evolving creative universe. From concept to sneaker, the Velum’s story unfolded across artfully curated installations, drawing guests into a biomorphic landscape where engineered innovation and organic expression coexisted seamlessly.

After PUMA’s disruptive Mostro House in January, this return to Paris cemented the brand’s commitment to pushing boundaries. The unveiling began with an exclusive invite-only preview, followed by a three-day public pop-up from June 25. Excitement peaked when Bembury himself appeared to greet guests and personally sign the first 100 pre-release pairs—an exclusive drop that turned fans into collectors overnight.

The Velum took centre stage, encased in a high-tech observation chamber that positioned it as both artefact and innovation. Every surface—walls, floors, and ceilings—echoed Bembury’s affinity for organic texture, with the environment reflecting the shoe’s sculptural curves and natural inspirations. The experience dissolved the lines between product and place, inviting guests to not just view the design, but to feel it.

Extending the narrative further, PUMA also gave visitors a first look at the H-Street, a sleek new silhouette that first made waves in Seoul. Its Paris preview added a powerful finish to the already ambitious showcase, building anticipation ahead of its official launch.

With this boundary-pushing experience, PUMA and Bembury have sparked a new dialogue around sneaker design—one that honors craftsmanship, champions conceptual artistry, and brings the future into sharp, tangible focus.