June Ambrose x Puma Spring Summer 2023 Collection for NYFW

Since signing the brand in 2018, style architect and industry trendsetter June Ambrose has always worked with Puma to amplify its brand image and cultivate a sense of style that translates across brand channels, to its global consumers.

First launching its women’s basketball collection, the success of this endeavor catapulted Ambrose to manage other internal projects for the brand. “Puma had wanted to do a live show for New York Fashion Week for some time, and they approached me with the idea. We decided to create an immersive experience and move forward in a collaborative way, this being my first co-branded collaboration collection with the brand.

Detailing the show’s backstory and its tiered purpose, Ambrose shares:

“We developed the show as a moment of storytelling, to celebrate Puma’s culture and cultural contributions from the past and present while looking to the future.”

With an accolade-filled resume and impeccable work experience in the fashion industry, Ambrose isn’t new to creating nuanced narratives. She broke new ground with her style from celebrities such as Missy Elliott, Jay Z and Diddy – among a host of other creative heavyweights. His decision to dress Elliott in a black vinyl, inflatable jumpsuit and space-age goggles for his debut music video “The Rain (Supa Dupa Fly)” in 1997, helped R&B and Hip-Hop artists embrace a non-stereotypical approach to fashion. and visual aesthetics. Another iconic moment from Ambrose’s music video was her styling as Jay Z in a mint green double-breasted couture option (next to Beyoncé’s pink silk dress), posed in front of the Mona Lisa – inside the Louvre Museum in Paris – for their 2018 The Visual “Apesh*t” by Carters.

Further emphasizing his work creatively directing, casting and styling Puma’s Spring/Summer 2023 show, Ambrose said, “What sets this collection and showcase apart from anything happening during NYFW is that this is not a traditional parade. We tapped into our AI – Authentic Intelligence – and created something memorable and large-scale for Puma.

June Ambrose x Puma SS23 Collection

Her use of the word “big” seems most apt to describe the collaboration, as more than 70 looks were showcased on the catwalk. The collection included a highlighted segment of specially designed items by fellow cultural icon, Dapper Dan. Dan – who is undoubtedly one of the founding and leading voices of street style culture – began his career in the late 1970s and early 80s as a bespoke draper for the hip-hop elite. hop, thus making its contribution to fashion, legendary, and its collaboration. for the show a no-brainer. Her items on the show included graphic print tracksuits with jewel-encrusted logos paired with classic Puma shoes that were also adorned with jewels – a fitting touch for a shiny heirloom.

Dapper Dan x Puma x June Ambrose SS23 Collection

Olympic gold medalist and world record holder Usain Bolt also appeared on the track to bring Ambrose’s vision to life. Bolt – considered the greatest sprinter of all time – made his way into modeling wearing a custom black and white Puma tuxedo, complete with tails, belts and embellished shoes. His athleticism and prowess, coupled with the creativity of Ambrose, marked a historic moment as he performed his iconic victory pose on the podium, closing the show.

Usain Bolt x Puma x June Ambrose SS23 Collection

Summarizing the impact of the Puma show and its presentation of more than 70 pieces, Ambrose said: “There is nothing artificial about what we have done with this collection; there is authenticity in every model and every look. And when you look at the collection, you can see some of the inspirations from my contributions to the fashion industry, as well as contributions from other like-minded thinkers in the industry. It’s a cultural conversation that we communicate – that we are the founding fathers of attitude, ideas, style and texture. It’s part of what I’ve done in the form of music videos and in the performing arts space, and we bring a culmination to that on the catwalk.

“Looking to the future, I plan to continue growing in this select and elevated space of activewear and style. Life is a sport, and I play to win!