Cupra debuts at Paris Fashion Week with MAM Five collections of jewelry and wearable art that blend cars and fashion

Cupra made its official debut at Paris Fashion Week yesterday, supporting the MAM fashion show, the independent Barcelona-based brand specialising in sculptural accessories and jewellery. The event, hosted in the exclusive spaces of SOLUM Paris beneath the Pont Alexandre III, marked a new chapter in the collaboration between the two brands that began in 2024. On this occasion, Cupra and MAM presented five jewellery and fashion collections conceived as true wearable works of art, all inspired by the automotive brand's aesthetic language and philosophy.

The collection represents MAM's first foray into men's jewellery in partnership with Cupra. The pieces are crafted using the innovative ULTRALIGHT CORE technology, a hollow construction system that allows for the creation of voluminous, bold and sculptural objects while keeping them lightweight and comfortable to wear. Drawing inspiration from Cupra's stylistic codes — such as parametric lines, movement, performance and a rebellious spirit — the collections transform elements such as speed, technology and urban identity into contemporary accessories.

Among the lines presented, FROM DATA – VORONOI stands out, merging parametric data and additive manufacturing to create organic skeletal lattice structures impossible to achieve through traditional methods, alongside EVOLUTION – THE ESSENCE OF RAW, which expands a single geometric module across the entire body to generate organic complexity. CYBORG – WHO DRIVES WHO infuses aerodynamic principles of speed and performance into fluid forms that harmoniously blend the human body and machine. FRAGMENT – STRONGEST OF THE STRANGE rejects traditional jewellery forms in favour of fractured, faceted geometries that play with light to celebrate bold individuality. Finally, REPETITION – RAVAL, the most disruptive line, transforms the rebellious spirit of the Cupra Raval into a wearable sculptural structure, featuring a pattern that continuously repeats and evolves the letter "R" of the electric urban model. Following the show, the Raval collection is already available to purchase at MAM retail locations.

Ignasi Prieto, Chief Brand Officer of Cupra, highlighted how the brand's design serves as a tool for transcending disciplines and creating emotional connections: "Design has the power to transcend boundaries and connect with contemporary culture. With MAM, we bring this vision to one of the most important stages in the world, transforming our aesthetic language into experiences that can be worn." Meanwhile, Anthya Tirado, Co-Founder and Creative Director of MAM, underscored the conceptual link with the narrative world of her show, inspired by intergalactic civilisations: "Cupra embodies the spirit of the Carians, connected to the energy of the third chakra — personal power and transformation. These sculptural pieces introduce a new language of men's jewellery."

Cupra's presence at Paris Men's Fashion Week was not limited to the runway. Following the show, an immersive afterparty took place featuring music, art and performances. The Cupra Pulse platform curated the lineup with artists including Chloé Caillet and Sita Abellán. A Cupra Raval welcomed guests at the entrance, while a fleet of the brand's models handled transportation for the celebrities in attendance.

In just seven years since its launch, Cupra has sold over one million vehicles worldwide and has released seven models, including the Formentor, Born, Tavascan, Terramar and the recent Raval. The brand continues to position itself as a cultural agitator through the Cupra Design House, a platform dedicated to the intersections of design, fashion, art and innovation. With ambassadors of the calibre of Alexia Putellas, Saúl Craviotto, Marc ter Stegen and J.A. Bayona, Cupra embodies a spirit that constantly challenges convention.