The debut PUMA x AMI wardrobe is inspired by a new era of achievement - one that doesn’t conform to a specific gender, individual, or appearance. One that challenges our current views, where it isn’t about the accolades of oneself, but about being grateful for the crew that one surrounds themself with, their chosen family
With minimalistic branding, a mix of neutral and bold colors, and
premium materials, the collection elevates sportswear. The AMI de
Coeur, AMI’s signature symbol, is merged with the PUMA logo to make
a co-branded graphic that can be seen across pieces in the collection.
Romeo Beckham and Mia Regan are featured in the global launch
campaign shot by photographer Eddie Wrey. “What I love the most
about them is their energy and their individual style. That and they
are clearly in love. Romeo and Mia embody very well the spirit of the
collection,” said Mattiussi when asked why the brands selected the
couple as the frontrunners for their debut campaign with PUMA.
The collection includes some of PUMA’s classic footwear silhouettes
featuring classics like the Slipstream Lo, Suede Crepe, and the newly
released Suede Mayu. The apparel includes t-shirts, polos, jackets,
hoodies, shorts, crews, pants, and bras that mix and match perfectly
to build a full wardrobe. But the collaboration wouldn’t be complete
without the accessories – bucket hat, curve caps, shoulder bags, and
a grip bag.
Ami means “friend” in French, and French luxury house AMI takes
inspiration from how happiness starts with the people you surround
yourself with. The new PUMA x AMI collaboration carries on these
themes of friendship and family, with simple, relaxed designs that
elevate streetwear. Collection pieces feature minimalistic branding, a
mix of neutral and bold colors, and premium materials.