AMI taps in to ‘rugbycore’ trend with collaboration collection with player Antoine Dupont
Parisian fashion brand AMI has just launched a capsule limited edition collaboration collection with France rugby union player and AMI ambassador, Antoine Dupont, who also stars in the campaign.
The collaboration is perfectly timed for the current ‘rugbycore’ fashion trend and just in time for the 2023 Rugby World Cup – taking place in France from 8 September to 28 October.
“Sporty and elegant”, the unisex nine-piece collection features T-shirts, hoodies and polos in a boxy fit, as we as jackets and caps in navy blue and ivory.
Antoine Dupont x AMI
Founder and Creative Director of AMI, Alexandre Mattiussi, said: “Rugby is a sport that wholeheartedly mirrors the values of AMI: it advocates friendship and inclusion, respect, and team spirit.
“After a series of successful collaborations with various artists, it has been a wonderful experience to create this capsule collection with a decisive sport vibe, and to collaborate with our ambassador and friend Antoine Dupont — whose shirt number on the rugby field happens to be 9, which is my lucky number! At AMI, we share Antoine's enthusiasm for the World Cup, and we will be cheering for him.”
Dupont, who also plays as a scrum-half for Toulouse, commented: “Rugby is first and foremost about team spirit - you share everything with your team and your fans, victories as well as defeats. Rugby brings people together, it unites them, it teaches and encourages solidarity, integrity, and loyalty.
“These principles are as important for me as they are for Alexandre Mattiussi and his team. Like in a rugby team, they integrated me at the heart of the project, giving the word collaboration its full meaning.”
Antoine Dupont x AMI
The Antoine Dupont x AMI capsule collection is now available in AMI stores and points of sale exclusively in France, the UK and Japan, as well as globally on the AMI website.
'Rugbycore' is set to the be the next big sports-influenced fashion trend after 'tenniscore' dominated SS23. French brand Eden Park recently signed rugby star Josh Van de Flier as an ambassador and Irish designers JW Anderson championed the rugby shirt at his menswear show in Milan in June.
