Puma and Dubai-based contemporary ready-to-wear label LAMA JOUNI link up to launch an exclusive range of Thunder footwear and athletic-inspired fashion, under PUMA’s collaborative platform, Co.Creative.
Co.Creative is a platform that facilitates partnerships between PUMA and up-and-coming brands across the world, working directly with creative trailblazers from the fashion and music industries. Led by PUMA’s Senior Head of Select Yassine Saidi, he selected the namesake brand’s creative director Lama Jouni as an ideal co.creator who definitively embodies a modern approach to classic, minimalist ready-to-wear with an edge.
The creative partnership features two collections – Rive Droite and Rive Gauche – which draw on Lama Jouni’s time spent in Paris. She pursued Fashion Design at Parsons and trained under some of the most respected fashion houses like Balmain and Rad Hourani.
Lama, who moved to Paris in 2007, had equally fond memories of both banks, sharing, “Rive Droite is admittedly my favourite because that is where I lived, studied and spent most of my time off. I always went to Le Marais; I loved the narrow cobblestone streets, kitsch shops, and contemporary museums. It’s bohemian and has a younger, more urban energy. Some weekends I cross over to Saint-Germain-des-Prés to escape the busyness of the right bank. It’s calmer, the people more sophisticated, and has some of the best bistros and markets.”
Launching in Winter 2018, the collaboration debuts with Rive Droite that lends a strong urban inspired colour scheme. Iterations of the Thunder sneaker come in two colourways – Deep Lagoon-Orchid Bloom and Glacier Gray-Barbados Cherry. With leather, nubuck and suede upper, stitch and turn formstripe and overlays, the Rive Droite branding features on the heel loop. Lama complements the sneakers with a cropped hoodie with voluminous sleeves, cropped full zip top, and oversized cargo sweatpants.
The second installation dropping in Spring 2019 features Rive Gauche’s paired down, feminine attitude. The Thunder comes in the form of Peach Beige-Glacier Gray and Dress Blues-Peach Beige colourways. The collection is concluded with a full zip velour top, off-shoulder top with mesh detail, and Cameo Rose oversized cargo sweatpants that altogether encapsulate the luxury and sophistication of Paris Rive Gauche.
The Rive Droite pack pre-launches at SoleDXB and lamajouni.com on December 7 and globally on December 8th at PUMA stores, PUMA.com and leading lifestyle boutiques.
The Rive Gauche pack drops March of 2019.