On Wednesday, Rihanna revealed the official comeback of Fenty x PUMA, with a concise message posted to social media: “She’s back.” In classic Bad Gal fashion, details on the re-established partnership are being kept largely under wraps, but news of Rih’s fashion revival will suffice for today.
Rihanna has a longstanding relationship with the German sportswear company that dates back to 2014 when she joined the brand as creative director of womenswear. During her tenure, Rih staged several New York Fashion Week shows and released a bevy of highly sought-after sneakers, including 2016’s oh-so-popular Fenty PUMA Creeper. After her last PUMA collaboration was released in 2017, however, the partnership quietly vanished, while Rihanna dedicated time to other projects.
Two years later, Rihanna launched her independent luxury label Fenty under the LVMH banner, becoming the first Black woman to do so. However, the brand’s ready-to-wear activity was “put on hold” in 2021, reportedly due to declining sales.
While PUMA’s creative director, Rihanna successfully established identifiable design codes that left critics and customers satisfied. With an emphasis on athleisure, the visionary’s collections oftentimes included an assortment of chunky footwear, oversized loungewear and vivid bodysuits, among other playful activewear iterations. It’s likely that the return of Fenty x PUMA will lean further into Rihanna’s vision of inclusivity, with styles that adhere to a contemporary aesthetic.
At this time, there is no information on the collaboration’s launch date. Stay tuned for more information.
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