The best things take time, as Annie Morgan,
@cncpts Brand & Merchandising Director, would tell you. She’s spent nearly a decade at CNCPTS, growing with the brand, navigating the industry, and pushing for moments like this—CNCPTS’ first-ever women’s exclusive collaboration with
@puma . It didn’t happen overnight. Building something meaningful rarely does. It took patience, the right conversations, and a clear vision to ensure this wasn’t just another product but a real step towards something bigger.
Dubbed “Dual Identities”, the Mostro Fey duo reflects that mindset, bringing together two distinct approaches to design. It pulls from the current style landscape, where Mary Jane-style sneakers and bold, feminine design elements have stepped into the spotlight.
For Annie, that signature CNCPTS touch comes down to storytelling, materials, and colour. The “Pen” colour-way takes a sleek, all-black patent leather approach, while “Cygnet” plays with softer tones, mixing grey with hot pink and chrome accents. Opposites in a way, but together, they speak to the versatility and individuality of their audience.
I caught up with Annie to talk about the creative decisions behind “Dual Identities”, the campaign ideation, and what it really takes to carve out space for women in the industry. With this collaboration setting a new precedent, I asked her what’s next for CNCPTS’ women’s line. To which she replied, “The best is always yet to come.”
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Images courtesy of
@cncpts 
