June Ambrose is planning her first Puma show

With celebrity stylist June Ambrose as women’s basketball creative director, Puma returns to the New York Fashion Week scene. Aptly titled “Futuregrade,” the brand presented an immersive experience in downtown Manhattan, featuring men’s and women’s collections as well as a special collaboration with Dapper Dan. And Ambrose worked hard to ensure this result, because there was a creative mind behind it.

“It’s not just one story; it’s many stories being told.”

“The good news is, it’s not going to be a traditional show,” he told PopSugar via Zoom “If you’re coming into it thinking you’re going to see a traditional runway show or you’re expecting to see a very clear, one-note vision of this season or next season, this is not it.” Widely acclaimed for his pivotal role in bridging high fashion with hip-hop, Ambrose has his background as the stylist behind JAY-Z’s iconic music videos and Missy Elliott’s “The Rain (Supa Dupa Fly).” Fresh off the success of his viral High Court collection, he created to address his customers’ growing appetite for stylish pieces, reimagining iconic silhouettes such as Puma house codes and the T7 tracksuit. “It’s a celebratory brand moment,” he added. “We’re having some fun. It’s not just one story; it’s many stories being told.”

On the eve of the brand’s 75th anniversary in 2023, the creative director chats with POPSUGAR about his creative process, going beyond the typical runway experience, and Puma’s relationship with hip-hop.

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