Puma returns to New York Fashion Week with streetwear, collaborations and NFT

For the first time since its collaborative collection with Rihanna’s now-defunct fashion house Fenty in 2017, Puma returned 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 glossy painted ceilings—German activewear brand Futrograde’s exhibit came just before its 75th anniversary. As its (relatively young) creative director and designer, June Ambrose reintroduced Puma not only with the expected range of comfortable fun, but, in a surprising twist, also added a range of elevated and high-fashion silhouettes to mixture. Purpose? To bring Puma back to the forefront of fashion, says Ambrose.

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