Puma and Concepts Unveil ‘Dual Identities’ Women’s Collection Featuring New Mostro Fey Silhouette

Puma and Concepts have come together to create a women’s-focused “Dual Identities” collection showcasing the new Mostro Fey style, with a release date set for April 4. This marks the first collaboration for the Mostro Fey and Concepts‘ first women’s only collection.

The collection features two versions of the Mostro Fey, which blends Puma’s spiky Mostro style with the classic Mary Jane silhouette. Utilizing materials which pay tribute to the DNA of Concepts’ design language, one option is all-black with a black patent leather quilted upper and rose gold detailing. The other iteration is color blocked with a swan gray upper and hot pink sole; chrome details are featured as well.

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“When I think of Concepts collaborations and the non-negotiables, it’s fusing honest
storytelling, with a design that is usually centered around brilliant color blocking and
premium materials,” said Annie Morgan, Concepts’ brand and merchandising director.

The footwear is complemented by Concepts’ women’s spring collection and a creative campaign showcasing duality, femininity and boldness. Concepts has been outspoken about its focus on the female consumer and her needs.

Morgan said, “I began to establish credibility with brands first, as the product was not always there,
especially for women. Gradually, as the industry focus centered towards ‘her’ they wanted
to see products from my point of view. That’s really where it all began—with trust and time.
My team and I were able to build this incredible momentum and confidence with the female
consumers, not just with the product but with how we bring it to market.”

The Mostro is often a creative canvas for Puma and its collaborators. Earlier this year, a mule version was created alongside LGN. A$AP Rocky has also worked on reimagined versions of the style including the Mostro Discord, announced earlier this month, which utilizes Puma’s Disc System first introduced in the ’90s.

Concepts, which is nearing its 30th anniversary, has previously collaborated with brands like Canada Goose and New Balance.