PUMA Middle East spotlights a lineup of trailblazing regional talents repping the Mostroverse — a bold, stylized universe inspired by the iconic Mostro sneaker.
Mostro is making its modern-day comeback with the region’s most forward-thinking creators. From musicians and DJs to photographers and stylists, PUMA’s latest campaign was inspired by those who dare to be bold – the defining characteristic of the Mostro shoe.
The Mostroverse was curated with a clear creative direction in mind – spotlighting groundbreakers. Shot and directed by Palestinian-Jordanian photographer Omar Sha3 and produced by local creative collective ECHO Agency, the campaign was inspired by the underground, the avant-garde, and those who shape culture rather than follow it – highlighting talents who are unconventional and unapologetically authentic in their art. Conceived as a space where convention is broken and self-expression reigns, the Mostroverse celebrates individuality and the freedom to redefine style on your own terms.
Shot across Dubai, the campaign delves into each protagonist’s creative universe, captured through a range of abstract and distorted shots that come together with an intimate voiceover of the talent’s story. Playing on themes of duality and the beauty found in contradictions, photographer Omar Sha3 perfectly encapsulates the cultural movement that is the Mostroverse with his unique eye.
The shoot brings the Mostro DNA to life: for those who defy expectations and thrive on standing out. Each squad member brings their own aesthetic, energy, and perspective, turning everyday movement into something unapologetically original.
Introducing the Mostro Squad:
Parvané Barret – @parvbar
Fearless in presence and bold in aesthetic, Parvane Barret is a French-Iranian DJ and creative consultant who has carved out her place in the region’s underground scene. Known for her ability to fuse high-fashion sharpness with raw edge, Parvané proves that boundaries can always be broken, be it through music or through fashion.
Karrouhat – @karrouhat
A true style disruptor with his own edge, Palestinian Jordanian Karrouhat is a musician, DJ, singer-songwriter, and visual storyteller known for blending music, fashion, and visual art in his work. A pillar of the Middle East creative scene for over a decade, Karrouhat is known for his nostalgic Arabic aesthetic and for seamlessly fusing Western and Arabic genres through his music.
Junaynah El Guthmy @junaynaah
A bold voice in modest fashion, Junaynah is a Kenyan-Yemeni creative entrepreneur and stylist who’s reshaping what cultural representation looks like. From designing clothing from scratch to her inventive styling choices, Junaynah infuses her imprint on everything she does. Her work sits at the intersection of creativity and identity, inspiring a wave of self-expression.
Jullz @jullzbek
Eccentric, ever evolving, and visually electric, Jullz is a multi-disciplinary creative from Kazakhstan known for pushing boundaries with every look and every frame. Constantly reinventing and experimenting, she brings a new perspective to everything she does.
Huda Shahin – @hudashahinn
A fashion and style powerhouse, Egyptian creative Huda Shahin brings her signature raw aesthetic and fearless attitude wherever she is. She fuses fashion, wellness, and her identity into a visual style that challenges and redefines representation.
Helena Shahin – @helenashahinn
Helena Shahin is a boundary-pushing Egyptian creative known for her style, expressive visuals, and instinctive flair. Whether behind the camera or in front of it, she channels raw emotion and unfiltered energy always experimenting, always evolving through her aesthetic.
Be on the lookout for the next shoot coming out of Riyadh, in collaboration with one of the region’s most groundbreaking creative Warcheiff. Dropping soon.
Named after the Italian word for “monster,” the Mostro stays true to its unconventional roots with a bold, low-profile design and spiked outsole. The Mostro is available in standout editions like Prime, Ecstasy, and the OG, the revived Mostro is more than just a sneaker—it’s a statement.