HOMAGE TO THE HERITAGE

PUMA X LAFAYETTE BVH MARAIS


A few years ago, wearing socks that showed above your sneakers was a fashion faux pas. Now it’s a fashion statement. Underwear has become outerwear. The perfect opportunity for Puma to promote their SS19 legwear collection. We were asked to develop a Puma legwear pop-up store for Paris’ top high-end department store: Galeries Lafayette BHV/MARAIS.

Puma’s iconic Never Out Of Stock sock was at the heart of it. The legendary sock that has done and still does so much for the brand. Puma’s bread and butter. The sock that started it all.

This is an ‘Homage to the heritage’. A tribute presented as a museum piece. Hustle, courage, confidence, extravert, urban & underground were this collection’s keywords. We incorporated them in both the design and the choice of materials. The idea resulted in a prominent place for Puma near the recently renovated entrance of Galeries Lafayette.