There’s a clarity that comes with motion, stripped of noise, tuned to the essentials. PUMA x HELIOT EMIL’s second collaboration builds on that instinct, where form follows function with quiet precision. Landing June 14, 2025, the capsule threads itself into the growing narrative of utilitarian minimalism. But this isn’t about trend. It’s about engineering presence through absence of noise, of excess, of anything nonessential. What’s left behind is stark, black, deliberate.

Led by Mona Gutheil and Max, the brand crafts performative, satirical works that transcend the binary of fashion and art, puncturing societal norms with razor-sharp commentary.

In a world that moves at the speed of light, "now" feels fleeting—a breath, a pulse, a moment slipping through our fingers. But what if now isn’t as brief as it seems? What if the present isn’t just a dot on the timeline but a space we can stretch, linger in, and explore? Shot by Marco Giuliano and styled by Anca Macavei, featuring London-based fashion brand Frolickers.

Beneath the soft glow of a distant sun, warmth radiates from the edges drawing into a space that feels like home. A fashion story highlighting fashion pieces by Marchina, shot by Pascal Brauer.