JD x Puma Future Rider

Role: Fashion Stylist
Scope: Campaign Styling

Project Overview: JD x Puma Future Rider campaign, centred around the reinterpretation of Puma’s retro runner silhouette through a contemporary streetwear lens.

The styling direction balanced sport and lifestyle references, leaning into the brand’s ‘80s heritage while keeping the overall aesthetic fresh, youthful and culturally relevant. Looks were built to feel effortless and expressive, supporting the energy of the Future Rider narrative within a modern fashion context.