PUMA AND SALEHE BEMBURY’S PARIS FASHION WEEK
BRAND EXPERIENCE UNVEILS BIOMETRIC BEAUTY
PUMA AND SALEHE BEMBURY’S PARIS FASHION WEEK
Cape Town, 27 June 2025 – Following the Mostro House takeover at Paris Fashion Week in
January, PUMA returned to the French capital, this time to unveil a visionary collaboration with
designer and new PUMA partner, Salehe Bembury. The immersive experience invited guests
into a world of biomorphic beauty and engineered imagination, anchored by the debut of the
Velum, Bembury’s first lifestyle silhouette with PUMA, featuring NITROFOAM™.
Throughout the experience, installations and product displays traced Velum’s evolution from
concept to sneaker. The space opened with an invite-only gathering, followed by a public pop-
up on June 25, where 100 pre-release pairs of the Velum were made available exclusively.
Bembury was present to greet guests and sign the first pairs of his new collaboration. The
space remained open to the public for three days.
Inside, guests stepped directly into Bembury’s mind, a universe where nature and machine
coexist. At its centre was a futuristic lab, a space where the Velum was displayed as an artefact
under observation. Blending Bembury’s signature design language and love for organic shapes
with PUMA technology, the Velum spills beyond the shoe and takes over the entire environment:
organic textures emerge from the walls, ripple beneath the floors, and extend overhead.
To round out the experience, PUMA introduced elements of the H-Street installation, first seen
during the recent launch in Seoul — to Paris. Visitors were given an exclusive preview of the
new low-profile silhouette ahead of its official launch on 28 June 2025.
Salehe Bembury is an American footwear designer known for his unique, nature-inspired designs and collaborations with major brands. He's worked with Versace, New Balance, and Anta, and founded his own creative brand, Spunge. Bembury is recognized for his distinctive use of organic shapes, bright colors, and intricate detailing, often incorporating natural motifs and contrasting elements in his work.
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Early Career:Bembury's career began with a focus on industrial design, which he applied to footwear. He worked at brands like Payless ShoeSource and Greats before joining Versace.