PUMA Invites Creatives to Channel Their Inner Mostro at PFW Takeover

The 1999-born PUMA Mostro is still riding high on the wave of its nostalgic comeback. Since its relaunch last year, the silhouette has become the subject of new collaborations and adaptations as well as playing the starring role in the brand’s FW24 show. With its whirlwind success, PUMA returned to Paris Fashion Week this season to honor the Mostro in yet another dedicated experience.

Taking place over four days, the PUMA Mostro House presented a studio-meets-exhibition space where the brand’s creative collaborators – such as Uniform Display, Cold Archive, and more – gathered to host workshops and immersive showcases. On the opening day, content creator Emmanuel Akinte descended on Le Marais district with fellow fashion week goers to get a first look, capturing his experience in a new Day in the Life.

Rewinding to the beginning of the jam-packed Wednesday, Akinte got dressed in a sleek fit of baggy denim jeans, a collared leather jacket, and a pair of PUMA Mostro sneakers. After getting ready, he headed out to the activation which could be spotted with a tentacle-like entrance arch standing out boldly from the uniformity of the neighborhood’s white buildings. Inside, the Mostro’s inimitable style continued to feed into interior design, from the wall graphics to industrial-look podiums and steel-work tables.

The opening rooms were curated by footwear catalogers Hart Copy and collectors Inside Tag. Here, they handpicked various kicks from PUMA’s archive including silhouettes that many attendees had never seen before. Once he had explored the dedicated exhibition rooms and previews of upcoming releases, the space led to a customization workshop run by the minds behind Studio Hagel. Alongside other creatives, he jazzed up an all-black leather pair with lime-green eyeball embellishments, tapping into the monster aesthetic to give it a truly “magnifique” look.

Before heading to the PUMA after-party hosted by Slam Jam, Akinte caught a surprise DJ set by PUMA collaborator Skepta and then made time for a bit of sightseeing as he strolled over to the Eiffel Tower. He later reunited with other fashion week attendees at a blue-lit space on Rue Belhomme which came alive with four hours of trance music spun by Evian Christ.

Check out the full Day in the Life episode with Emmanuel Akinte at PUMA Mostro House in the gallery above.

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