PUMA Suede Sessions // Hypebeast

Creative / Art Direction

— 2026

Summer

Suede Sessions is a global event series created by Hypebeast for PUMA that hands the mic to some of the world’s most exciting artists, giving them a platform to spotlight the next generation of music.

For each edition, we invite a global artist to host and curate the night, selecting three emerging artists on their radar to perform alongside them. For our London edition, Yussef Dayes took the lead, bringing together a line-up of rising talent for an intimate celebration of music, creativity and community.

Ahead of the main event, we hosted a live workshop with Yussef and his band, inviting aspiring musicians, vocalists and spoken-word artists from our community to step up to the mic, jam together and receive first-hand creative guidance.

The evening then opened up to 400+ guests, with live performances at its heart alongside a bar, photobooth and dedicated spaces for the community to connect.

We built a full content ecosystem around the experience, from host-reveal teasers and artist interviews to fit checks stills, workshop content, performance films, photography and event coverage, extending Suede Sessions beyond the physical event and introducing each artist to Hypebeast’s global audience.

Suede Sessions Workshop With Yussef Dayes