Puma x AMI Paris get together for a SS22 that celebrates family and friends.

Alexandre Mattiussi, the founder and Creative Director of AMI – taken from the French word for friend – sees the power of collaboration in the same way as giving gifts to friends. 

“It’s like a pain au chocolat or a croissant. You see it, it’s nice, it’s not super expensive, but has a good color and a good fit. You want to wear right away – it’s just fun. I feel that this is where clothes need to stay, at a level which is a very simple pleasure. We have a nice collaboration with two brands people love.” 

AMI applies their skill in Parisian styling to PUMA’s sportswear staples. With minimalistic branding, a mix of neutral and bold colours, and premium materials, the collection is designed to elevate sportswear. 

The AMI de Coeur is merged with the PUMA logo to make a co-branded graphic that can be seen across pieces in the collection, and subtly details tops, hoodies, sweaters, pants, an entire apparel collection including bucket hats, caps, shoulder bags, and, importantly, the backs of shoes. 

The collection has upgraded some of PUMA’s most iconic footwear models, like the Slipstream Lo, Suede Crepe, and the newly released Suede Mayu. 

The global launch is fronted by Romeo Beckham and Mia Regan, who’re shot by photographer Eddie Wrey. “They are clearly in love,” says Mattiussi. Their energy summarises the individual style and the youthful joy of the collection.


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