Inspired by a thirst for freedom and exploring new horizons, the collection mixes PUMA’s sportswear heritage and AMI’s flair for tailoring, creating a well-rounded, wintery wardrobe. “I wanted this collection to be a perfect balance between our two worlds,” says Alexandre Mattiussi, Founder and Creative Director of AMI. “The goal was a playful, colorful collection, rich in volume and in extravagant details. It is a new chapter on the story we began developing during our last collaboration. We are now taking things further,” he adds.

“Together, we have been on a journey from wardrobe essentials to cozy, cocoon-like pieces you want to cuddle up with. This season is all about softness, oversized volumes, layering and draping with outdoors and hiking-inspired elements, which creates a sense of chic, but also a feel-good sensation,” says Heiko Desens, Global Creative Director for PUMA.

With a vibrant palette of bright orange, baby blue, bubble gum pink, moss green, and purple offset by neutral beige, cream and brown tones, the collection – which spans 20 different styles across both men’s and womenswear – includes such AMI classics as carrot trousers, straight-line brushed coats, and timeless tees. As well as hoodies and sweatpants, functional fleece jackets with spacious patch pockets, and down jackets. The PUMA x AMI logo – AMI’s signature AMI de Coeur symbol merged with the PUMA stamp – is featured across various pieces in the collection.

Shoes remain timeless, with the Rider sneaker offering a nod to 1970’s style. Accessories include a puffy backpack, a cross-body bag, bucket hats, black-and-white striped beanies, and a scarf in true AMI fashion. “My style is intentional and perfectly curated – this collection feels like it came directly from my closet,” said GIVĒON. “I enjoyed this experience so much, I felt honored that PUMA and AMI chose me to be the face of the campaign, both are amazing brands that align with who I am.”

The collection is available at Puma Factory 54 stores and is suitable for women and men.
Price range: 179 NIS – 1590 NIS

Harel Sharon
Editor in Chief
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