Creative director June Ambrose tapped into everything from her Caribbean childhood to her celebrity network to bring the sporty brand to NYFW.
on Zoom days before the brand’s Futrograde fashion show held during NYFW, she didn't want to spoil anything. Instead she told me I’d know her favorite runway moment when I saw it.
But aside from getting fashion editors in the audience to rub elbows with long-limbed athletes, what else did Puma’s show—its first time on the official calendar—bring to Fashion Week? When I pointed out that most people don’t associate Puma with a runway, Ambrose was quick to note how embedded the brand is in the same street culture that's now on every major high-end fashion brand's mood board.
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