The Parisian fashion label AMI is collaborating with the sportswear brand Puma, marrying the excellence of tailoring and innovative sportswear design in one. The collection is inspired by the chore of happiness, the law of attraction and the fact that true happiness starts with the people you surround yourself with.
Image Courtesy of PUMA
The collection strikes gender-neutrality and individualism, it’s made for everyone. Challenging the norms, the collection celebrates the idea of a chosen family.“The partnership with AMI was a no-brainer, their name literally means ‘friend’ and that’s what PUMA is all about – a community, a family,” says Adam Petrick, Global Director of Marketing for PUMA. “We are exceptionally pleased to be able to partner with a creative mind in Alexandre that truly understands the elevation of classic sportswear silhouettes, as well as the creation of community through a positive message.”
Image Courtesy of PUMA
Combining postmodern minimalist branding and a mix of neutral and bold colours, the collection elevates the best of both worlds. To merge both brands, the AMI de Coeur, the signature symbol of AMI is merged with the PUMA logo, striking in a co-branded graphic that guides like a red thread throughout the collection. “I’m very proud of the way we mixed the logos together, I think that the result is very impactful and that while this is a gift for us at AMI, it’s a gift for PUMA too.” said Alexandre Mattiussi, Founder and Creative Director of AMI. “This is something that we share, this is what we call friendship. It is a very honest collaboration, not trying too hard, not pretentious.”
Image Courtesy of PUMA
The collection includes some of PUMA’s classic footwear types as well as upcoming ones. The clothing consists of a broad range of T-shirts, polos, jackets, hoodies, shorts, crews, pants and bras. To top this off, the collection entails bucket hats, curve caps, shoulder bags, and grip bags.
Image Courtesy of PUMA
“I’ve been following Alexandre’s work for some time now. Ever since I started at PUMA, I was thinking of what a great partnership this would be, today, I’m delighted with the result,” said Heiko Desens, Global Creative Director for PUMA. “This was a real and authentic collaboration; both of our teams brought a lot of ideas to the table, and we were able to design a timeless and elevated classic sportswear collection for today’s consumer.”
Image Courtesy of PUMA
To elevate the vision of the collection, Romeo Beckham and Mia Regan were featured in the global launch campaign, which has been shot by the photographer Eddie Wrey. Mesmerised by the duo’s energy and personal style, their romantic connection was inspiring to Mattiussi. “Romeo and Mia embody very well the spirit of the collection”, he said.
The PUMA x AMI collection will be available in selected AMI stores starting March 16th, and online on March 19th.