, 2022-09-14 22:56:08,
For the first time since its collaborative 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 glistening painted ceilings — the German activewear label’s “Futrograde” showcase came just ahead of its 75th anniversary. As its (relatively new) creative director and designer, June Ambrose reintroduced Puma not only with its expected array of comfy athleisure, but, in a surprising twist, also added a number of elevated, high-fashion silhouettes into the mix. The goal? To bring Puma to the forefront of fashion again, says Ambrose.
A few days prior to the show, while squeezing past bustling assistants carrying bulky garment bags and models finishing up their final castings, Ambrose took a moment to chat with me about the brand’s anticipated return to New York Fashion Week – all while cramming in her much-needed jam and toast for the morning.
“We wanted to re-establish iconic moments that the brand has made and we feel that we still can speak to,” she says. “It’s to create a street style moment with a classic sensibility. That to me is a really nice twist because you’d have to show so much restraint and [try not] to over-design it to tell the story. Instead, there’s something quite elegant about the…
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