THE ICON LIVES ON: PUMA BRINGS THE SUEDE’S LEGACY TO PARIS FASHION WEEK
This season, PUMA steps into the spotlight at Paris Fashion Week with Suede House, an immersive experience honouring the enduring legacy of one of the brand’s most iconic silhouettes. From basketball courts to music stages and city streets, the PUMA Suede has long been a symbol of individuality—and now its story comes together in one powerful space dedicated to self-expression.
Designed to connect the Suede’s past, present and future, Suede House unfolds through a series of concept-led environments shaped by archive, community, music and craft. Each room pays tribute to the subcultures that defined the sneaker’s global impact, with dedicated spaces exploring basketball heritage, 90s skateboarding energy and the evolution of street culture. Multimedia installations and curated displays bring these moments to life, showing how the Suede became more than a shoe—it became a cultural canvas.
At the heart of the experience is a special archival exhibition guiding visitors through key moments from 1968 to 2026 and beyond. From early designs to future-facing interpretations, the display highlights how the Suede has continually evolved while remaining true to its roots.
“PUMA has been creating unforgettable experiences at Paris Fashion Week, opening the doors for fashion week attendees and the community at large. This season, we are standing behind the Suede as a PUMA icon and a shoe that has added so much richness to the brand. This is a moment to celebrate the Suede’s past and future, introducing it to a new generation.”
says Christina Mirabelli, Global Marketing Director of PUMA Sportstyle
Creative collaborators including Samutaro, Welcome and 114 Index help shape the programming and artistic expressions throughout Suede House, joined by additional partners and artists offering their own interpretations of the classic silhouette. The experience also extends beyond the venue, with select Paris cafés such as Grave and Bigshot amplifying the Suede’s presence across the city and weaving it into everyday Parisian culture.
Following an invite-only preview for industry insiders, Suede House opens its doors to the public throughout Paris Fashion Week—inviting sneaker lovers, creatives and culture shapers alike to experience the legacy firsthand.