INSIDE PUMA X BEAUTIFULLY SAID: 5 LEGENDARY MOMENTS FROM THEIR PARIS FASHION WEEK TAKEOVER
INSIDE PUMA X BEAUTIFULLY SAID: Paris Fashion Week just witnessed a link-up that completely rewrote the traditional runway script. Over the weekend, London-based label BEAUTIFULLY SAID joined forces with sportswear giant Puma for an unforgettable karaoke night that proved to be an unmissable occasion, fusing together both brands in a vibrant, celebratory atmosphere.
The high-energy event was a clear demonstration of the massive growth BEAUTIFULLY SAID has displayed in recent years, drawing an elite crowd of international creatives. Those in attendance celebrating the collaboration included heavy-hitting footwear designer Salehe Bembury, actor and comedian Jean Luc, model Alessia Merzlova, and music artist JayO, amongst others.
Behind the brand’s rising success is Thierry Tek, Founder and Creative Director of BEAUTIFULLY SAID. Born and raised in Paris and now based in London for over a decade, Tek has been shaping his voice in the creative world for nearly ten years. Over the course of his career, he has collaborated with some of the most influential names in fashion and sportswear, steadily carving out a distinct space defined by authenticity, resilience, and emotion.
INSIDE PUMA X BEAUTIFULLY SAID: Tek’s journey to this Paris Fashion Week milestone has been built on pure perseverance. Entering the creative and fashion industries was not always met with open arms, making determination a necessity rather than a choice. Much like his parents—who fled war in Vietnam and Cambodia before meeting in Paris—Tek embodies both the spirit of a fighter and the soul of a romantic.
Beyond fashion, Tek discovered a deep passion for martial arts, practicing Muay Thai and Brazilian Jiu-Jitsu since 2018. While these disciplines are often mischaracterised as brutal or violent, he instead found within these communities a profound culture of respect, discipline, humility, and care. It is this exact, misunderstood beauty that he seeks to honour through his contemporary garments.
“This is my love letter to Fashion and Martial Arts,” Tek explained when discussing the ethos behind the label.
INSIDE PUMA X BEAUTIFULLY SAID: The brand’s designs masterfully incorporate visual and symbolic elements drawn from Muay Thai, Brazilian Jiu-Jitsu, and Kickboxing, all translated through a premium, contemporary fashion lens. While deeply rooted in combat culture, the label isn’t exclusively for fighters; it is designed for anyone seeking confidence, comfort, and self-expression.
At its core, BEAUTIFULLY SAID stands as a premium lifestyle brand inspired by love, romance, and emotional strength. By championing self-love and inner beauty, the Puma collaboration served as a powerful reminder to their growing global community of a simple truth: it’s who you are inside that counts.
