PUMA X BADLON:
H-Street

art direction & style

Victoria Gogh

photography

Boris Camaca

VIDEO

Romain Szuwalski

Badlon Magazine & Puma
Project for H-Street

Under the heat of a summer day, The Badlon Magazine x Puma Project for H‑Street merges urban rhythm, community spirit, and creative exchange, curating a talented collective of emerging artists at the intersection of art, fashion, youth culture, and contemporary image-making. While centered on the launch of Puma's latest sneaker release, the collaboration evolves far beyond footwear.

Under the creative direction of Victoria Gogh, and captured through the lens of Boris Camaca [photography] and Romain Szuwalski [video], Badlon revisits Puma's archival sport backpacks, deconstructing and transforming them into unique upcycled pieces crafted by artist Polina Tarasova. Here, sustainability functions both as a conceptual and material approach, embedding the project's narrative at every level.

More than a collaboration, Badlon x Puma for H-Street is produced exclusively for the digital platform of Badlon Magazine and expanded through cross-posting across Puma's social networks to embody a shared commitment to fostering creative communities built on authenticity, artistic dialogue, and collective authorship. The cast gathers close friends, artists, emerging talents, and collaborators from Badlon's organic network—from conceptual narrative to the choice of models and contributors surrounding the project.
Under the scorching Parisian sun, three visual stories unfold through distinct chapters, each following spontaneous paths as protagonists move through the city wearing Puma sneakers. First, the vivid green of June grass echoes the vibrant green of the sneakers, while the protagonist escapes the inevitable sunburn.
MODEL
EKATERINA FEDINA 
   
Top
MIU MIU 
   BRA
DIOR 
   all TackyNotTacky Vintage
UNDERWEAR
MIU MIU 
   Sneakers
PUMA H-STREET 
   
SUNGLASSES
DIOR
STROGO VINTAGE 
Then, while carrying a personalized Puma x Badlon upcycled sports bag crafted from archival pieces, another cyclist moves through the city's noisy streets.
MODEL
GEOFFROY POISOT
VIA ROCK MEN PARIS 
   
total look
FEDOR DIAKONOV 
sunglasses
BALENCIAGA 
Finally, through the conceptual lens of Dashka Monashka, the third heroine finds herself caught in glue in the very heart of the city—a literal suspension that leads to the surreal and unpredictable situations these sneakers might lead you into this summer.
MODEL
AXELLE BONTE
   
TOTAL LOOK
ALISA DANISH 
If Puma and H-Street take you places, Badlon tells the stories that unfold along the way. Rooted in authentic relationships and ongoing creative dialogue, Badlon x Puma for H‑Street unfolds as a visual narrative where identity, community, and creative energies intertwine, echoing the evolving dynamics of youth culture. Close friends of Badlon receive one-of-a-kind upcycled backpacks, meticulously reconstructed from Puma's archival pieces as a testament to this shared creative vision.

Credits

Art direction and style
         
Victoria Gogh
         
Photo
         
Boris Camaca ➶
         
Video
         
Romain Szuwalski ➶
         
Hair
         
Sundia Wen ➶
         
Makeup
         
Sophia Gunev ➶
         
Style assistant
         
Kristina Mikhaylova ➶
         
Project & Global Creative Supervision
         
Utile Ustentile ➶
         
Nailat Djae ➶
         
GLue story artist
         
Dasha Denisova
         
Backpack Design Development
         
Polina Tarasova ➶
         
Polina Skachkova ➶
         
Backpack Branding
         
Grigoriy Lytkin ➶
         
talents
         
Ekaterina Fedina ➶
         
Geoffroy Poisot ➶Rock Men ➶
         
Axelle Bonte
         
Project manager & TEXT AUTHOR
         
Anna R
         
Project coordinator
         
Natalia Saveleva ➶
         
MUSIC of Videos
         
Christian Bjerkeli ➶
         

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