Following a collaboration with Maison Kitsuné, Puma partners with another Parisian house, AMI Alexandre Mattiussi, to unveil a collaboration that brings together the best of Parisian fashion and innovative sportswear design.
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“The partnership with AMI was a no-brainer. AMI literally means ‘friend’ and that’s what Puma is all about – a community, a family”, said Adam Petrick, Global Marketing Director, Puma.
Built on a base of Puma sportswear essentials, the collection is elevated by AMI Alexandre Mattiussi’s clean, minimalist design and crafted from premium materials.
The first thing that jumps out is the new logo, which is actually a marriage of two partners’ logos. As such, AMI Alexandre Mattiussi’s iconic heart merges with Puma’s jumping feline to create a unique co-branded graphic applied to all pieces in the collection.
“I’m very proud of the way we blended the logos, I think the result is very impactful and if it’s a gift to us at AMI, it’s also a gift to Puma”, explained Alexandre Mattiussi. He continued, “It’s something we share, it’s what we call friendship. It’s a very sincere collaboration that doesn’t overdo it, and it’s not pretentious”.
The clothing includes a selection of t-shirts, polo shirts, jackets, hoodies, shorts, pants, and fleece sweaters for men, and for women, in addition to the aforementioned pieces, there are also combis, crop tops, and bras. All of these pieces can be easily paired to create colorful, casual yet tailored looks – complemented by a series of accessories that include bobs, hats, shoulder bags and a tote bag.
Any Puma collection without a selection of sneakers would, of course, be incomplete, so it’s no surprise that three of the brand’s classic shoes, such as the Slipstream Lo, the Suede Crepe and the brand new Suede Mayu, are part of the collaboration to create complete looks.
And, to embody the collection, the two partners called on the Beckham couple’s second son, Romeo Beckham, and his girlfriend Mia Regan.
The campaign, shot by photographer Eddie Wrey, features the two lovers in moments of complicity, transcribing the happiness of being surrounded by the people you love.
“What I love most about them is their energy and individual style. That and the fact that they are clearly in love. Romeo and Mia embody the spirit of the collection very well”, explained Alexandre Mattiussi.
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The Puma x AMI Alexandre Mattiussi collection is available today at AMI Alexandre Mattiussi stores, and worldwide on March 19 at Puma.com, Puma stores, amiparis.com and select retailers.