PUMA and Salehe Bembury reveal biomorphic vision for Paris Fashion Week

After Mostro House, PUMA returns to Paris Fashion Week — this time with a new creative partner: designer Salehe Bembury.
At the center of this immersive brand experience is the debut of Velum — Bembury’s first lifestyle silhouette with PUMA, featuring NITROFOAM cushioning.

Set within a multi-sensory installation, visitors are invited to trace the journey of the Velum, from initial concept to finished sneaker. The experience opened on June 25 with an exclusive gathering and a public pop-up, where 100 limited pre-release pairs were made available — each signed by Bembury himself. It continues through June 27, with daily access for the public.

Inside, guests step into an environment that feels like a window into Bembury’s creative mind — a futuristic lab where nature and technology exist in harmony. At the center: the Velum, displayed like an artifact under scientific observation. Bembury’s signature design language — inspired by organic forms — fuses with PUMA innovation, flowing beyond the sneaker to shape the entire space: textured structures emerge from the walls, ripple beneath the floors, and stretch across the ceiling.

The experience is further elevated by a reimagining of the H-Street installation, first introduced at the Seoul launch event. Now in Paris, visitors can get an exclusive look at a new ultra low-profile silhouette — even before its official release at the end of June.

The PUMA Velum by Salehe Bembury has been available since June 25 as part of the Experience and will soon drop at selected retailers. Stay tuned to our Sneaker Releases for updates.

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The PUMA x Salehe Bembury installation is open until June 27 at:

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PUMA HOUSE
18 Rue Saint Gilles
75003 Paris

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