With Ashley Graham, Emily Ratajkowski and Lauren London burning up the front row, Puma cranked the brand heat.
The German sports giant staged its sizzling “Welcome to the Amazing Mostro Show” at the Park Avenue Armory on Thursday night, complete with a next-level video presentation, a musical performance by Eartheater and rotating swing ride, ferris wheel and roller coaster straight out of a fun fair. The fashion extravaganza celebrated the return of the low-profile “Mostro” sneaker.
The spiked-sole kicks with a strap closure – named after the Italian word for monster – made their debut in 1999. The futuristic shoe was revived in January in multiple colorways. Puma x F1 creative director A$AP Rocky directed and starred in a Mostro campaign that dropped on digital and social channels just before the show.
Graham rocked the Fenty x Puma Avanti sneakers with her long ruched dress, while Emrata stepped out in red and white Speedcat OG + Sparco Driving shoes and a brief black outfit.
London wore a Palm Angels jacket with her Alaïa jeans. The “You People” star told Alexa she’s rooting for the 49ers in Sunday’s Super Bowl. “I’m a California girl,” she explained. “I have a 14-year-old son who is going to make me watch it. I’m excited to see Usher too,” she added, referring to the halftime show.
Washington Wizards forward Kyle Kuzma, meanwhile, swagged oversized vegan leather pieces from the new collection. Other key looks from the runway included oversized track suits in silver and black, a bedazzled black set, extra long and ultra-wide shorts and giant soccer-ball shaped bags. There was also a slinky black bodysuit cut high to reveal the hips.
“We are the brand that has always connected with the female consumer,” said global creative director Heiko Desens. “I would say we are the sexiest sportswear brand.”