mam x cupra | ss27

MAM has officially gatecrashed Paris Men’s Fashion Week and somehow managed to make a massive cavern underneath the Pont Alexandre III look like a futuristic space dock. The independent Barcelona-based accessories house took over the subterranean vaults of SOLUM Paris, launching its highly anticipated debut runway show with a live, theatrical performance that treated wearable sculpture as a tool for radical self-expression. For this project, the brand counted on a major collaborative partnership with automotive game-changer CUPRA, which culminated in an ambitious 37-piece lineup that also marks MAM’s first-ever dedicated men’s jewellery line. Since 2014, co-founders Jordi Enrique Albert and Anthya Tirado have been building something genuinely interesting for over a decade: the brand’s approach to handcrafting sculptural, genderless and wearable art has earned it a following that extends well beyond its Spanish origins. The CUPRA collaboration, which began in 2024 with a bracelet in the brand’s member welcome box and grew to include jewellery, keychains and bags, is now in its most ambitious chapter yet. As for the show, the Spring/Summer 2027 collection was conceived as an immersive live performance inspired by galactic civilisations and universal archetypes – which on paper could mean almost anything and on the night... Read more » The post mam x cupra | ss27 appeared first on Schön! Magazine.