IT’S A EUROPEAN SUMMER
7/5/2024
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This summer it's all about living la dolce vita.
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Channeling the vibe of European summers and the Italian concept of la dolce vita, PUMA's Palermo styles effortlessly blend terrace aesthetics with a unique fusion of fashion and football. That's why, in our opinion, they are the ultimate summer shoe, rocking retro colors and a classic rubber sole. They're perfect to style with any current fashion trend whether you're aiming for a street-style edge or a sophisticated Italian Amalfi Coast look. Dive into our campaign inspo and learn how to rock this iconic pair.
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But first, to understand how to style these cult-favorites, you’ve got to know the history behind the iconic Palermos. Rooted in the vibrant soccer culture of the late '70s and '80s, the Palermo was originally part of a special series of sneakers created to pay homage to some of Europe’s most famous capitals. It was later adopted by football casuals to become a staple of terrace subculture.
To honor Puma's legacy of blending classic and fresh vibes, we picked the funky retro restaurant-boutique Pasta Casareccia, a local gem since the '80s known for its homemade pasta. It was an obvious choice! The place's aesthetic perfectly brought our campaign vision to life. To capture that dolce vita vibe, we mixed modern street style, sports jerseys, and flowy shirts and pants. And just like that, we had the perfect European summer campaign! |
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To help you rock your Pumas, here are two of our favorite ways to style Palermos. Mix and match these looks, and you'll have a wardrobe ready for the whole summer.
Euro Summer Fashion With the hashtag European Summer’ blowing up on TikTok, this trend is all about traveling to dreamy spots like the Amalfi Coast in Italy and dressing the part. Euro summer fashion is chic and effortlessly cool, with lots of white for a fresh, breezy look, earth tones and occasional pops of vibrant color. Linen is the MVP here; breathable, comfy, and stylish. Throw on your Palermos for that perfect edgy twist to your flowy, laid-back outfits.
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Bloke Core
Next up, we’ve got Bloke Core, another European gem. First coined by Brandon Huntley on TikTok, Bloke Core is all about rocking a vintage football shirt, jeans, and sneakers. "Bloke" is Brit slang for "boys," and this trend is also known as lad core, inspired by English football subcultures. Palermos are a perfect match for this style as they are football-inspired and effortlessly cool. That’s definitely a style win.
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Check out our campaign video below for more inspo:
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A huge thank you to the team who brought this project to life:
Photography: Samuel Pasquier. Photo assistant: William Daviau. Videographer: Miguel P. Jimenez. Video assistant: Gabriel-Marie de Vinck. MUA: Mayillah. Stylist: Indianna Petit. |
