PUMA and Priya Ahluwalia Find Silver Linings in Cinematic Celebration of Everyday Life: PUMA and London-based designer Priya Ahluwalia joined forces for a groundbreaking collaboration that celebrated the beauty of everyday life through a cinematic lens. Their partnership, which reimagined the iconic PUMA Suede, extended far beyond footwear. It evolved into a creative exploration of culture, community, and the “silver linings” hidden within ordinary moments.
To begin with, the collaboration arrived at a pivotal time for Ahluwalia, who returned to global prominence in 2024. PUMA recognised the depth of her storytelling and design language, forming a partnership that flourished during London Fashion Week, where she showcased PUMA’s Speedcat on the runway. This creative exchange naturally evolved into a reimagining of one of the most celebrated silhouettes in sneaker history—the Suede.
Writer & Director – Priya Ahluwalia @priya.ahluwalia1
Executive Producer – Martin Roker @mr.ok3r
Producer Lead – Gael Houdin-Brenac gaelhoudinbrenac
Production company – Blackdog – @blackdogfilms
Director of Photography – Arran Green @arrangreen
1st Assistant Director – Issy Humphreys wizzpad
Art Director – Joshanne Dar @joshanne
Casting Director – Casper black – @casperblackcasting
Stylist – Nell Kalonji @nellkalonji
Hair Stylist – Batiseol Gomis @batiseolhair
Nails – Bio Sculpture @biosculptureuki
Editor – Eden Read @edenraeread
Sound Design / Music Composition: @tomtripp @bloccaudio
Grader – Max Ferguson Hook – @maxfergusonhook
A Designer Shaped by Global Stories
Born in London in 1992 to an Indian mother and Nigerian father, Ahluwalia grew up immersed in colour, culture, and style. Her mother’s instinctive flair sparked her early fascination with fashion. However, a defining moment arrived in 2017 when she visited her father in Lagos. During the trip, she noticed street hawkers wearing obscure British clothing. Curious, she spoke with them, discovering the vast second-hand clothing trade that carried garments from UK donation bins to Nigerian markets.
This revelation—about the journey, identity, and afterlife of clothing—transformed her perspective. It ignited her interest in global storytelling, sustainability, and the movement of culture across borders. These themes later defined her design ethos and heavily influenced her work with PUMA.
Reimagining an Icon
Ahluwalia’s vision for the PUMA Suede was both respectful of its legacy and boldly forward-looking. The shoe featured dynamic curves, a subtle metallic ombre midsole, and a sleek tonal palette of black and silver. Functionalist details such as the TPU Formstrip and mudguard overlays added depth and modernity. The result was a trainer that mirrored Ahluwalia’s signature style—thoughtful, textural, and culturally informed.
A limited friends-and-family edition in all white brought a fresh purity to the collection, while custom packaging enhanced the ownership experience.
Cinema, Community, and the Art of Noticing
While the shoe served as the centrepiece, the campaign brought the spirit of the collaboration to life. Ahluwalia, known for her narrative-driven approach, wrote and directed four short films—The Barber, Missed Flight, The Redundancy, and The Shopkeeper—produced with Black Dog Films. These character-driven stories highlighted the humour, warmth, and unpredictability of everyday experiences.
Shot in South London on 16mm film, the shorts created a world that felt cinematic yet intimately familiar. Cameos from Ella Eyre, Hak Baker, Pearl Mackie, Meji Alabi, and Ayame further grounded the campaign in the creative communities Ahluwalia often celebrated.
“Creatively, the campaign drew from the vibrant cultural research behind the collaboration—from the sports heritage of India and Nigeria to the intertwined storytelling of Bollywood, Nollywood, and British cinema,” Ahluwalia said. Production designer Joshanne Dar crafted whimsical, textured sets that elevated ordinary scenarios, while long-time collaborator Tom Tripp composed a soundtrack that provided emotional continuity.
Finding Silver Linings Together
The theme of “silver linings” ran through the entire project, symbolising resilience, joy, and the overlooked beauty within daily life. PUMA’s global marketing director, Christina Mirabelli, praised the partnership for its authenticity and shared values. “Priya brought a fresh perspective while highlighting what mattered most—creativity, community, and creating space for real people to be seen,” she said.
Empowering Young Creatives
As part of their broader mission, PUMA and Ahluwalia launched a mentorship initiative aimed at aspiring filmmakers, designers, and multidisciplinary storytellers aged 18–25. The programme offered guidance, industry exposure, and opportunities for young creatives to find their voice.
A New Chapter in the Suede’s Legacy
The PUMA Suede by Ahluwalia was pre-released on October 1 via Ahluwalia.world, and was followed by a global launch on October 4, 2025. The collaboration marked a new chapter in the silhouette’s rich history. Since its debut in 1968, the Suede had journeyed through hip-hop, skateboarding, and global streetwear. Through Ahluwalia’s cinematic storytelling and cross-cultural vision, the classic sneaker found renewed relevance for a new generation.
