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  "path": "/mam-x-cupra-ss27/",
  "publishedAt": "2026-06-29T07:00:14.000Z",
  "site": "https://schonmagazine.com",
  "tags": [
    "news",
    "accessories",
    "Andromedans",
    "Anthya Tirado",
    "Arcturians",
    "Atlantis",
    "Carians",
    "Chloé Caillet",
    "Cupra",
    "CUPRA Pulse",
    "Cupra Raval",
    "fashion",
    "Felines",
    "Gennaro Costanzo",
    "Jordi Enrique Albert",
    "Mam",
    "Men's Jewellery",
    "menswear",
    "Paris Fashion Week",
    "PFW",
    "Pleiadians",
    "Sita Abellan",
    "SOLUM",
    "Spring/Summer 2027",
    "Ultralight Core",
    "Wearable Art",
    "womenswear",
    "Read more »",
    "mam x cupra | ss27",
    "Schön! Magazine"
  ],
  "textContent": "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 »\n\nThe post mam x cupra | ss27 appeared first on Schön! Magazine.",
  "title": "mam x cupra | ss27"
}