AMI will be collaborating with PUMA to release an innovative and trendy sportswear design collection and it will be available in Malaysia on the 31st March 2022. It is confirmed that the collection and the campaign featuring Romeo Beckham and Mia Regan take inspiration from how happiness starts with the people you surround yourself with.
Parisian house AMI joins the PUMA family in a collaboration that puts together tailoring and innovative sportswear design. The collection and the campaign featuring Romeo Beckham and Mia Regan take inspiration from how happiness starts with the people you surround yourself with.
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. “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.”
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.
“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.”
The PUMA x AMI Collection will be available exclusively at PUMA KLCC and PUMA Sunway Pyramid starting Match 31st, with retail pricing from RM 199 – RM 1599.
Learn more about Alexandre Mattiussi’s thoughts about the collection and catch an exclusive glimpse of the campaign photoshoot featuring Romeo Beckham and Mia Regen on the video above.