[Asia Economy Reporter Song Seung-yoon] Samsung C&T Fashion Division announced on the 9th that French designer brand AMI is launching its second collection in collaboration with global sports brand PUMA.
AMI first introduced the collaboration collection with PUMA in March. This hip meeting between a leading luxury brand and a sports brand attracted attention from the MZ (Millennial + Generation Z) generation. The fresh combination of the AMI heart and PUMA cat logos was especially popular, with most styles such as track jackets, trench coats, hoodies, and sneakers selling out.
The second collaboration collection was inspired by a desire for freedom and a thirst for exploring new places. The collection consists of 24 chic and emotional men's and women's items mainly featuring bright orange, baby blue, bubblegum pink, moss green, purple, cream, and brown colors. It also includes essential winter wardrobe items such as coats, fleece jackets, down jackets, hoodies, sweatpants, and trousers. Accessories such as shoes reminiscent of 1970s styles, backpacks, crossbody bags, bucket hats, beanies, and scarves are also offered.
The AMI and PUMA collaboration collection is sold at AMI stores nationwide, including the Garosu-gil flagship store, and at SSF Shop, Samsung C&T Fashion Division’s fashion and lifestyle specialty mall.
Alexandre Mattiussi, founder and creative director of AMI, said, "Through the second collaboration with PUMA, AMI aimed to express the perfect balance between the two brands and show a more developed chapter following the first collaboration. We completed a cheerful and colorful collection using voluminous and glamorous details."
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