When fashion and industrial design truly collide, the result shouldn’t just be a product; it should be a systemic disruption. This is exactly what unfolded at Paris Fashion Week 2026, where the automotive visionaries at Cupra teamed up with Barcelona’s progressive accessory house MAM for an exclusive runway experience beneath the iconic Pont Alexandre III at SOLUM Paris. Making their official debut on the Paris Men’s schedule, Cupra proved once again why they are undisputed as the number one tastemaker in the automotive and lifestyle sections. They don’t just build vehicles; they navigate contemporary subcultures, challenge stagnant design conventions, and bridge the gap between heavy industrial engineering and wearable art.
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The Radical Beauty of MAM
At the core of this milestone presentation is the sheer, uncompromising beauty of MAM. Known for reframing accessories as tools for personal transformation and creative freedom, the independent house used its Paris debut to introduce its first-ever men’s jewellery collection.
Utilising their proprietary ULTRALIGHT CORE™ technology, MAM developed a hollow construction method that completely subverts the traditional weight of metal. The result is a series of bold, voluminous, and highly sculptural statement pieces that maintain the striking durability of solid architecture while remaining effortlessly lightweight on the physical form. Blurring the boundaries between jewellery and anatomy, the 37-piece collection acts as a fluid extension of the silhouette.
“MAM and CUPRA share a vision of doing things differently, from design to experiences,” says Anthya Tirado, Co-Founder and Creative Director of MAM. “Through wearable sculptural objects that capture the CUPRA universe in bold metallic forms, this collaboration introduces a new language of men’s jewellery.”
The Five Pillars of Parametric Universe
The collection unfolds across five distinct conceptual pillars, each translating aerodynamic principles and parametric data into complex, wearable forms:
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FROM DATA – VORONOI: An organic, skeletal lattice structure achieved via advanced additive manufacturing that defies traditional casting methods.
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EVOLUTION – THE ESSENCE OF RAW: A systemic layout where a singular geometric module expands across the body, mimicking natural organic growth.
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CYBORG – WHO DRIVES WHO: A fluid, aerodynamic structure that fuses human anatomy with the velocity of machine performance.
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FRAGMENT – STRONGEST OF THE STRANGE: A series of faceted, fragmented geometries that reject conventional symmetry to manipulate light and celebrate individuality.
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REPETITION – RAVAL: The most disruptive capsule of the night, which transforms the rebellious spirit of the Cupra Raval urban electric model into abstract, continuously repeating interpretations of the distinctive “R” motif.
From Runway to Afterhours
Following the presentation, Cupra and MAM extended their shared universe into a massive collaborative afterparty, anchored by an immersive sonic lineup curated by Cupra Pulse. Featuring heavy-hitting sets from Chloé Caillet and iconic selector Sita Abellán, the energy of the night seamlessly transitioned from runway precision to late-night club culture.
By utilising the newly minted Cupra Design House to foster deep, authentic connections with the global creative community, the brand continues to position itself at the absolute forefront of contemporary lifestyle innovation. The future of design belongs to the agitators, and right now, Cupra and MAM are leading the charge.
The Raval capsule collection will be available on July 6!
Visit the official MAM Online Shop to find our own piece of art
