CUPRA and MAM expand their collaboration, showing five collections of wearable art inspired by CUPRA’s design language at an exclusive runway presentation

• CUPRA debuted at Paris Fashion Week, supporting MAM’s fashion show and introducing the collaboration’s first men’s jewellery collection at SOLUM Paris, beneath the iconic Pont Alexandre III
• The automotive brand continues to explore how design can move across disciplines and connect with contemporary culture by challenging conventions and encouraging individuality

CUPRA arrived at Paris Fashion Week 2026 for the first time to continue challenging conventions in the world of design. As part of its ongoing collaboration with CUPRA, MAM, the Barcelona-based independent fashion and accessories house, has designed and created a new series of jewellery collections that redefines fashion as wearable art. Presented at an exclusive runway experience at SOLUM Paris, beneath the iconic Pont Alexandre III, the new MAM x CUPRA collection takes the brands’ shared creative vision into new, unexplored territories.

“At CUPRA, we leverage design's power to transcend disciplines and create emotional connections, viewing creativity as a way to challenge conventions and explore new forms of expression. These principles underpin our partnership with MAM, which we are proud to keep expanding on a premier cultural stage like Paris Fashion Week, where design, creativity and innovation shape the future. Alongside partners like MAM, we will continue to explore how our design language can be transformed into experiences that can be seen, felt and worn.”

Ignasi Prieto, Chief Brand Officer at CUPRA

MAM began partnering with CUPRA in 2024 with a jewellery collection featuring an iconic bracelet included in the CUPRA member box, and a second collection that included jewellery, keychains and bags. The Barcelona-based fashion and accessories house is now deepening its collaboration with CUPRA with an approach that uses fashion as a tool for transformation, self-expression and creative freedom. A collaboration based on challenging conventions and encouraging individuality.

MAM’s debut runway show at Paris Men’s Fashion Week brought this collaborative design universe to the runway. Conceived as an immersive live performance and inspired by galactic civilizations and universal archetypes, the runway brings together fashion, design and artistic expression to unfold beyond the boundaries of the visible world.

“MAM and CUPRA share a vision of doing things differently, from design to experiences. Presenting this collaboration at our debut Paris Fashion Week show marks an exciting new chapter in our shared creative journey. The brand embodies The Carians, one of the six intergalactic civilisations featured in our show, connected to the third chakra and the energy of personal power, confidence and transformation. Through wearable sculptural objects that capture the CUPRA universe in bold metallic forms, this collaboration introduces a new language of men’s jewellery at MAM.”

Anthya Tirado, Co-Founder and Creative Director of MAM

The new MAM x CUPRA collection is the first men’s jewellery line in the collaboration and uses MAM’s innovative approach to create pieces made with high-tech materials that are light, sculptural and durable. Inspired by the CUPRA universe and parametric design, MAM developed and crafted the pieces through its ULTRALIGHT CORE™ technology, which uses an innovative hollow construction system to challenge the materiality of metal—creating bold, voluminous statement jewellery that preserves the visual intensity and durability of solid sculpture while remaining effortlessly lightweight and integrated into the silhouette.

The new collection celebrates movement, confidence and personal power, capturing the precision, determination and forward momentum that define the CUPRA spirit. Inspired by some of the brand's most distinctive design codes and blurring the lines between jewellery, fashion and wearable art, a total of 37 pieces, including rings, earrings, ear cuffs, necklaces and bracelets, alongside two fashion garments, comprise five collections: 

• FROM DATA - VORONOI for CUPRA, 2026: Blends parametric data with advanced additive manufacturing to create an organic, skeletal lattice structure impossible to achieve through conventional methods.
• EVOLUTION - THE ESSENCE OF RAW for CUPRA, 2026: Mimics natural systems by expanding a single geometric module across the body, showing how organic complexity can emerge from a single form.
• CYBORG - WHO DRIVES WHO for CUPRA, 2026: Infuses aerodynamic principles of speed and performance into a fluid, flowing structure that seamlessly fuses human and machine.
• FRAGMENT - STRONGEST OF THE STRANGE for CUPRA, 2026: Rejects traditional jewellery shapes in favour of faceted, fragmented geometries that play with light to celebrate bold individuality.
• REPETITION - RAVAL for CUPRA, 2026: The most disruptive pieces of the collection transform the rebellious spirit of the CUPRA Raval into a wearable sculptural structure. With a design that seems abstract at first glance, closer observation reveals a continuously repeating and evolving interpretation of the distinctive "R" which mirrors the CUPRA urban electric model’s unique design.

Following the presentation, the Raval collection is now available to purchase at MAM points of sale.

Following the runaway, CUPRA and MAM extended the show’s universe through a collaborative afterparty with music, culture and unique experiences. The immersive music platform CUPRA Pulse contributed with a curated lineup of artists, including Chloé Caillet and Sita Abellán, bringing the energy of the night beyond the runway. A CUPRA Raval was waiting at the entrance to welcome the attending celebrities, who were picked up in a variety of vehicles from across the CUPRA range.

The presence of CUPRA at Paris Fashion Week reflected the brand’s ambition to continue exploring new intersections between design, culture and innovation through the CUPRA Design House, the brand’s platform dedicated to pushing the boundaries of design and innovation. By engaging with creative communities and contemporary cultural movements, CUPRA continues to build meaningful connections with a new generation, while reinforcing its position as a brand driven by creativity, innovation and design.