Puma returns to New York Fashion Week with Streetwear, collaborations and NFTs

A model walking the Puma Futrograde Spring 2023 runway show.

For the first time since its collaboration collection with Rihanna’s now defunct fashion house Fenty back in 2017, Puma made its comeback to the official New York Fashion Week schedule on Tuesday night.

Staged at Cipriani 25 Broadway on Wall Street — a space lined with monolithic columns and gleaming painted ceilings — the German label’s “Futrograde” show came just before its 75th anniversary. As its (relatively new) creative director and designer, June Ambrose not only reintroduced Puma with its expected range of comfy athleisure, but in a surprising twist also added a range of elevated, high-fashion silhouettes to the mix. The goal? To bring Puma back to the forefront of fashion, says Ambrose.

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