Spring/Summer 2023 is set to be a season of bold fashion statements and innovative styles, and this is exactly what PUMA and Palomo Spain are bringing to the table with their latest collection.
This collaboration brings together the best of surf culture and high-fashion, resulting in a collection that is both immersive and accepting, and pays homage to classic surf culture.
The second PUMA x Palomo Spain wardrobe takes inspiration from the surf culture of the 60’s and 70’s, a time when surf culture emerged as a symbol of freedom, adventure and a laid-back, non-conformist way of life. The collection also takes cues from the aesthetic that crystallized in the early 2000s, making it a perfect fit for summer.
Alejandro Gómez Palomo, Founder and Creative Director of Palomo Spain, says, “we wanted to explore a world that we had never delved into before, and the surfing theme was perfect for summer. It immediately took us back to the icons of surf culture such as Bruce Brown’s documentary T”he Endless Summer” and Stacy Peralta’s “Dogtown and Z-Boys”, as well as our own teenage memories from Tarifa beaches in the early 2000s and the surfer boy look that was so popular in Spain at the time.”
Surf culture was a new angle for PUMA, but when filtered through Palomo Spain’s gentle, couture-inspired lens, it took on an exciting and innovative perspective. Nils Moersch, PUMA’s Apparel Global Creative Director, says, “the creative partnership between PUMA and Palomo Spain has been developing over time and this project is the result of that synergy.”
The collection features a mix of soft pink lavender, aqua green, and blue pastel tones, with pops of bubble gum, yellow, and coral, making it a gender-neutral collection that is inclusive and stylish. The collection includes five different ready-to-wear styles, ranging from versatile printed cotton tees and hoodies to lightweight moiré cargo pants, bomber jackets, and fluid long sleeve tops mimicking surfing rash guards.
Footwear includes two different versions of the Slipstream sneaker: a bicolour leather and suede lace-up, and a pink mule with chunky hook-and-loop traps. A mint moiré backpack, a reversible bucket hat, and a crossbody bag complete the accessories offering, all featuring the season’s 60’s-inspired colorful print.
The collection campaign was shot in the otherworldly volcanic beaches of Lanzarote and captures the essence of surfing and summer romance. The moody tones of purple, orange, and yellow reflect the magic of dusk and the black sand and green waters of the island create a sense of alternate reality, perfect for summer holidays.
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The PUMA x Palomo Spain collection is available on PUMA.com, select PUMA stores, palomospain.com, and selected retailers worldwide, with retail prices ranging from €45 to €225 EUR.
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