It was phenomenal when two great forces, Rihanna (the Barbadian singer) and Puma (the sportswear giant) merged to form a great name in the fashion industry. It all happened in 2014 when Puma signed her as a creative director on a three-year contract. The result was a launch of the collection, ‘Fenty x Puma by Rihanna’. Fenty is her last name and she chose to use it for the Puma collection so no one gets sick of hearing RiRi. In addition, as one of the most marketable celebrities in the world, Rihanna wanted to use her magical name that turns Puma into profitable gold. She said,
“I wanted to take puma to a new place with something unpredictable and unexpected.”
She further acknowledged her role during a post-show interview,
“It’s a lot of room to be creative. Puma trusted me in a major way that a lot of companies wouldn’t.”
Though Puma is primarily a sports apparel brand, however, Rihanna’s designs lean more towards avant-garde streetwear, inspired by Japanese culture. She stated it as,
“It’s definitely not performance wear. But it’s inspired by sport-culture and street fashion.”
In short, we have a combination of goth, erotica and sport that includes wrestling gear, boxing shorts and robes, tracksuits, and hoodies galore. Furthermore, it presents the unconventional sportswear monochromatic color scheme. Black and white dominate the range, which covers everything from oversized crew neck tees and kimono track jackets to laced sweatpants and terry cotton chokers.
Recently, she presented the FENTY PUMA by Rihanna AW16 Collection. Enjoy the PUMA by Rihanna | AW16 Campaign Shoot Behind the Scenes video below