Posted by To celebrate Ahluwalia’s second collaboration with PUMA, CLASH was present at the flagship store for an evening where the spirit of the game came alive through a colourful fusion of fashion and football culture.
The designer herself, Priya Ahluwalia, was in attendance, taking us through a functional collection inspired by football pitches and the authentic, community-focused ethos across Morocco and Nigeria, alongside archival research into the PUMA pantheon. Crafted in layers, PUMA x Ahluwalia brings texture to the forefront; from soft knits to structured details, every surface is designed to be seen, felt, and reinterpreted.
DJ Nico — a longtime CLASH favourite — fashioned a kinetic set, providing a borderless score to a collection that blends Priya Ahluwalia’s Indian-Nigerian heritage with PUMA’s sportswear DNA, drawing on the spirited energy of African countries ahead of the World Cup.
This is Priya Ahluwalia’s second collaboration with PUMA, her first being a reimagined version of the Suede last year. This collection includes updated versions of the V-S1 silhouette and the T7 tracksuit, alongside apparel and accessories produced largely using recycled fibres.
Alongside the collection reveal comes a campaign film that celebrates football’s impact on communities across the world, shot in Morocco and inspired by ballers everywhere.
Written and directed by Priya Ahluwalia herself, the film immerses the audience in a panoramic journey celebrating the universal spirit of the beautiful game.