Wonderland

AHLUWALIA REACHES FIRST MILESTONE WITH PUMA

The London-based designer introduces the PUMA Suede following a successful London Fashion Week.

Creative director Priya Ahluwalia has partnered with the iconic sneaker and apparel brand PUMA for its first-ever collaboration. The partnership first made its mark in September of last year, when Ahluwalia returned to global audiences, further solidifying this by featuring the PUMA Speedcat in her SS25 collection at London Fashion Week.

Exploring the history of sport from the Global South through photography and books, she stumbled on the silhouette that led to the creation – the PUMA Suede, a trainer featuring dynamic curves and a subtle ombre gradient metallic-effect on the midsole. Sold at retailers in one main colourway, the trainer features a universally appealing monotone black and silver palette, often used in Ahluwalia’s design identity, with TPU Formstrip and mudguard overlays that add a modern yet functional flair.

“The Suede has meant so much to so many cultures over the decades, from Hip-Hop to skateboarding to streetwear,” says creative director Priya Ahluwalia. “For my first trainer collaboration, I wanted to honour that history while infusing it with Ahluwalia’s design language, exploring texture, function, and detail in a way that feels both familiar and completely new.”

In support of the collaboration, the consequent campaign aims to shine a light on the silver linings that appear in our everyday lives, told purposefully through a series of short films celebrating real people and real moments – in an Ahluwalia way.

This announcement comes mere weeks after Ahluwalia and PUMA unveiled their mentorship initiative, designed to support the next generation of creative talents. From the ages of 18 to 25, creatives of all backgrounds – including filmmakers, fashion designers, and multidisciplinary storytellers – are offered the chance to gain expert guidance, industry insights, and increased visibility within the creative sector.