Puma's Return to NYFW Brings Dystopian Carnival & Futuristic Athleticwear

Walking into the grand Park Avenue Armory in Manhattan on Thursday night, attendees were met with loud, eerie music and a darkness that was only pierced by an illuminated Puma symbol. Floating above what could only be described as a dystopian carnival, the symbol shone brightly ahead of the athletic brand’s reintroduction into New York Fashion Week.

Puma brought out many of-the-moment celebs to sit front row for the spectacle including Emily Ratajkowski, Ashley Graham, Becky G, GloRilla, and Caleb McLaughlin. Kicking off NYFW 2024, Puma centered its grandiose production around the revamped 1999 Mostro sneaker.

The brand has lagged in terms of high fashion collaborations in recent years but is working to reaffirm itself by partnering with the likes of Rihanna's Fenty, F1, and A$AP Rocky as a creative director.

Puma's show on Thursday illuminated just that — with the spiky-toed Mostro sneaker as the highlight of each model's look. The outfits matched the ambiance of the show, which was rave-meets-George-Orwell's-1984-carnival. Models wore oversized visors, lengthy weather-practical trenches, and carried clear duffel bags with the Puma symbol adorned on the side. As an athletic brand, it was to be expected that the clothes were designed for movement. But Puma’s addition of futuristic touches and shapes showed they’re serious about becoming part of the surrealist streetwear conversation.

The colors were mostly black, white, and silver, but the occasional pop of color or camo stood out amongst the line of models. Stranger Things star Caleb McLaughlin matched the scene on the runway, wearing all black. Emily Ratajkowski followed suit as well — literally, wearing a zipped-up athletic suit top and short shorts. She paired the outfit with bright red Puma sneakers that shone in the dark room. Meanwhile, GloRilla and Becky G matched the Mostro shoe's 1999 energy. Becky G had baggy jeans and a colorful top, while GloRilla wore a cropped green vest and bra with khaki-colored pants.

See more from the show here: