At Paris Fashion Week, the opening night of PUMA’s immersive brand experience was dedicated to an undisputed icon: the Suede. Taking center stage in the French capital, PUMA celebrated the shoe’s legacy across basketball, 90s / skateboarding, street culture, and more.
PUMA’s close friends and family were on hand for the occasion, including the likes of Skepta, fakemink, Arlo Parks, Doni Nahmias, Phyno, Lancey Foux, Pa Salieu, Kai Isaiah Jamal and Shay, while music was supplied by Andy4000 and Naomi Clement.
Through a showcase of defining moments from 1986 to 2026 and beyond, the experience unfolds across concept-driven spaces tracing the Suede’s evolution from its origins to its present-day influence. Curated environments are brought to life through multimedia installations, storytelling moments, and product displays. Collaborators including Samutaro, Welcome, and 114 Index further activate the space through curated programming.
Following the invite-only kick-off, Suede House will be open to the public throughout the week.
