Fashion, but make it festive.

Cool and Christmas are words not typically synonymous, but this winter PUMA challenged photographers Amit and Naroop to achieve just that. The brief? Produce a vibrant metropolitan campaign with a festive twist, showcasing the brand’s youthful new collection.

Commissioned by Neighbour on behalf of PUMA, the duo lit up Ladbroke Grove. The pair executed an eruptive shoot that oozed all the joy of Christmas, still maintaining the brand’s effortless street-chic style. Cars, bikes, scooters, goals posts, containers, fences and basketball hoops, all wrapped in fairy lights. Daring imagery with a cosy yet chaotic energy.

Over a two day shoot in London, the duo worked against the clock to shoot stills and motion across numerous dynamic set ups. Amit and Naroop effortlessly kept the pace and energy up of their models, implementing a sense of action and motion in every frame. All staged and posed imagery left at the door, and Christmas fashion captured in a fresh light.