PUMA and Salehe Bembury Unveil the Velum in Paris: A Fusion of Nature and Innovation
PAGE
By PAGE Editor
Following the electrifying Mostro House takeover at Paris Fashion Week in January, PUMA has returned to the French capital, this time with a groundbreaking collaboration alongside designer and new brand partner Salehe Bembury. The immersive experience invites guests into a world where biomorphic beauty meets engineered imagination, anchored by the debut of the Velum—Bembury’s first lifestyle silhouette for PUMA, featuring the brand’s cutting-edge NITROFOAM™ technology. The event showcases the shoe’s journey from concept to creation through striking installations and product displays.
The exclusive space opened on June 25th with a private gathering for invited guests, followed by a public pop-up at 12:00 PM, where 100 pre-release pairs of the Velum were made available for purchase. Bembury himself was present to welcome attendees and sign the first pairs of his highly anticipated collaboration. The installation will remain open to the public for three days, offering sneaker enthusiasts and design lovers alike a chance to step into Bembury’s visionary world.
A Glimpse Into Bembury’s Creative Universe
Inside the pop-up, visitors are transported into the mind of Salehe Bembury—a space where nature and machine engage in a captivating dialogue. At the heart of the experience lies a futuristic lab, where the Velum is displayed as a meticulously crafted artifact under observation. Blending Bembury’s signature organic design language with PUMA’s technical prowess, the sneaker transcends its physical form, influencing the entire environment. Organic textures emerge from the walls, ripple beneath the floors, and extend overhead, creating a fully immersive experience that mirrors the shoe’s innovative design.
A Global Sneaker Moment
Adding to the spectacle, PUMA has incorporated elements of its H-Street installation, originally debuted during its recent launch in Seoul, into the Paris event. This cross-continental touch offers visitors an exclusive preview of a new low-profile silhouette ahead of its official release later in June. The fusion of global influences underscores PUMA’s commitment to pushing boundaries in design and culture.
With the Velum, Salehe Bembury and PUMA have crafted more than just a sneaker—they’ve created an experience that challenges the intersection of nature, technology, and artistry. As the Paris pop-up unfolds over the next three days, the world will witness the next chapter in PUMA’s legacy of innovation, driven by one of the most visionary designers of our time.
The Velum will be available globally later this summer.
HOW DO YOU FEEL ABOUT FASHION?
COMMENT OR TAKE OUR PAGE READER SURVEY
Featured
Explore how MK 677 Ibutamoren 25mg/ml can naturally enhance your GH levels. Learn about its benefits and usage in our informative article. Read more!