Global sports brand PUMA and Dubai-based contemporary ready-to-wear label LAMA JOUNI have joined forces 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.
“This is a unique platform to work with gamechangers and hustlers who live and breathe a creative mindset. We want to leverage their minds in a meaningful, experiential way that consumers can relate to,” adds Yassine. “We’re excited to launch the Co.Creative project with Lama Jouni who is known for her contemporary approach to femininity, refinement and art, making her a perfect Co.Creator for the women’s Thunder.”
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.”
The remarkable distinctions from architecture to fashion in Rive Droite and Rive Gauche guided the development of the collections; from the choice of colours to textiles and silhouettes.
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