Image Courtesy of PUMA.
PUMA Drops First Collaboration with Ahluwalia: The Reimagined Suede
PUMA presents its debut collaboration with London-based designer Priya Ahluwalia, transforming the iconic Suede into a contemporary statement piece that honors heritage while embracing innovation. This partnership translates Ahluwalia’s distinctive design language into a reimagined classic for a new generation.
The collaboration reinterprets the legendary Suede through dynamic curves and a subtle ombre gradient metallic-effect midsole. Rendered in a monotone black and silver palette with TPU Formstrip and mudguard overlays, the design balances universal appeal with modern functionality. Co-branded details appear on the tongue and Suede tab, while custom packaging completes the offering.
Launched on October 1st through Ahluwalia.world, and ahead of its global release on October 4th, the collection is accompanied by character-driven campaign films that celebrate everyday moments. The partnership extends beyond the product with a mentorship initiative supporting emerging creatives aged 18–25 across film, fashion, and multidisciplinary storytelling.
Find out more here.
Image Courtesy of Jimmy Choo.
Jimmy Choo Unveils Spring 2026: Future Feminine
Jimmy Choo presents Future Feminine, redefining modern femininity through contrasts where fragility meets strength and couture craft fuses with unexpected innovation. As the house reaches its 30th anniversary, Creative Director Sandra Choi examines the brand’s DNA—femininity, fashion, and enduring glamour—proposing a fresh take embodied by lightness and power.
The collection reimagines signature codes through audacious finishing and diaphanous lace. Lace sculpts into blooms on the FAIZ pump, transforms as tooling on supple Nappa, and recontextualises in airy ballerina trainers. Classic forms evolve: soft suede printed with trompe l’oeil denim, the iconic BIKER boot in new textures, and accessories like the CINCH bag and BON BON updated with playful delicacy.
Unveiled during Milan Fashion Week in a hidden palazzo garden framed by oversized floral installations, the presentation balanced natural wildness with sleek modern design. Rendered in soft pastels with elements that surprise, Spring 2026 celebrates fashion’s power to champion strength and evolution. Beauty with undeniable force.
Find out more here.
Image Courtesy of Aim´n.
aim’n Unveils Atelier: The Swedish Brand’s First Premium Line
aim’n introduces Atelier, its debut premium collection marking a pivotal evolution from activewear specialist to complete wardrobe destination. This carefully curated line merges the functionality of performance wear with elevated craftsmanship and timeless sophistication.
The collection reinterprets aim’n’s athletic foundation through meticulously selected wool coats and refined autumn styles that bridge fashion and function. Focused on natural elegance and enduring design, Atelier pairs signature leggings and training sets with exclusive outerwear in timeless silhouettes, creating complete looks that transition seamlessly from daily life to workout.
Priced between €39.99 and €299.00, the range establishes aim’n’s vision for a comprehensive wardrobe built on quality and versatility. Each piece balances the brand’s activewear heritage with premium materials and contemporary elegance.
Find out more here.
Image Courtesy of Napapijri.
Napapijri Launches First Drop with Martine Rose: A Creative Partnership Reimagined for AW25
Napapijri presents the return of its celebrated collaboration with acclaimed British designer Martine Rose, reviving a creative dialogue that shaped modern fashion from 2017 to 2019. This partnership honors their shared heritage while reframing archival classics through a contemporary lens for a new era.
The collection blends Napapijri’s technical mastery with Rose’s subversive aesthetic, featuring full-zip fleeces in luxurious curly wool, sweatshirts crafted from essence terry with distinctive stripe detailing, and polo shirts developed with innovative sponge towel AOP technology. Essential t-shirts with minimalist logos, versatile jeans in classic DJ denim, and premium cotton gabardine caps complete the refined selection, drawing inspiration from sportswear, preppy varsity codes, and the brand’s archival campaigns.
Launched on September 29th, the first drop is photographed by Alexandra Gordienko and styled by Tamara Rothstein. The collaboration authentically roots itself in the past while proposing fresh relevance for today, with drops 2 and 3 following throughout 2025.
Find out more here.
Image Courtesy of Max Mara.
Max Mara Unveils Time, Tailored.: A Campaign Celebrating Enduring Elegance
Max Mara presents “Time, Tailored.”, a visual expression of the brand’s enduring values: timeless elegance, masterful craftsmanship, and the freedom to move at one’s own rhythm. In a world driven by acceleration, Max Mara reclaims time as the ultimate luxury.
The campaign reimagines Max Mara’s iconic coats—101801, Teddy Bear, Manuela, Ludmilla—alongside a new double-breasted camel coat and the Olimpia Jacket, styled with the timeless Whitney Bag. Shot by Oliver Hadlee Pearch, Edie Campbell moves through Parisian streets where classical architecture contrasts with the velocity of everyday life. As traffic blurs and people rush around her, she alone controls the moment, her composed presence signaling both sophistication and ease.
Debuting with four iconic silhouettes built to last, the collection represents more than wardrobe essentials. These pieces enable women to navigate the world with confidence and clarity. The campaign celebrates the Whitney Bag’s tenth anniversary, a structured design created in collaboration with the Renzo Piano Building Workshop, underscoring how excellence endures through time. “Time, Tailored.” encourages viewers to consider time with intention: something not to race against, but to wear well.
Find out more here.