AMI, a Parisian fashion house, has joined the PUMA family in a collaboration that combines tailoring and cutting-edge sportswear design. The collection and campaign endorsed by Romeo Beckham and Mia Regan, are based on the idea that happiness begins with the people you spend time with.
The debut PUMA x AMI collection is inspired by a new era of achievement that isn’t bound by gender, individuality, or looks. One that challenges the existing perspectives, in which it isn’t about self-aggrandizement, but about being grateful for the company one keeps – one’s chosen family.
“Partnering with AMI was a no-brainer seeing as their name literally means ‘friend,’ and that’s exactly what PUMA is about – a community, a family,” said Adam Petrick, PUMA’s Global Director of Marketing. “We are ecstatic to be able to work with Alexandre, a creative genius that genuinely understands the elevating of traditional athletic styles and the development of the community through a good message.”
The collection elevates sportswear with simple branding, a blend of neutral and vibrant colors, and luxury fabrics. The AMI de Coeur, AMI’s signature symbol, is combined with the PUMA logo to create a co-branded graphic that appears throughout the collection. “I’m very proud of how we combined the logos; I think the result is very powerful, and while this is a gift for AMI, it’s also a gift for PUMA.” AMI’s Founder and Creative Director, Alexandre Mattiussi, stated.
“This is what we call friendship; it’s something we share. It’s genuine and sincere cooperation, with no pretentiousness or over-effort.”
The global launch campaign, illustrated by photographer Eddie Wrey, features Romeo Beckham and Mia Regan. When asked regarding the selection of the couple as the ambassadors for the campaign, Mattiussi said: “What I admire the most about them is their unique style and vitality. They’re also definitely in love, they capture the spirit of the collection extremely well.”
The collection features some of PUMA’s most iconic footwear silhouettes, including the Slipstream Lo, Suede Crepe, and the Suede Mayu, which was just introduced. T-shirts, polos, jackets, hoodies, shorts, crews, pants, and bras are among the items that can be mixed and matched to create a complete wardrobe. Accessories, such as a bucket hat, curve caps, shoulder bags, and a grab bag, round out the partnership.
“I’ve been a fan of Alexandre’s work for a long time. I’ve been thinking about what a terrific partnership this would be since I started at PUMA, and I’m thrilled with the result today,” remarked Heiko Desens, PUMA’s Global Creative Director.
The PUMA x AMI collection will be available exclusively at PUMA KLCC and PUMA Sunway Pyramid starting March 31st, with prices ranging from RM199 to RM1,599.