Fashion enthusiasts everywhere are rejoicing as Rihanna took to social media to announce the highly anticipated comeback of Fenty x PUMA. The singer, actress, and entrepreneur shared a simple yet powerful message: "She's back." With this statement, RiRi confirmed that her partnership with the German sportswear brand is back on! Here's a look.
Rihanna has had a longstanding relationship with PUMA, having been appointed as the creative director of womenswear in 2014. During her tenure with the brand, she created some truly iconic designs that left both critics and customers impressed. Her innovative approach to fashion was highlighted by several shows during New York Fashion Week, where she showcased her collections featuring chunky footwear, oversized loungewear pieces, bold bodysuits and other playful activewear iterations - all with an emphasis on athleisure. One of her most successful creations during this time was undoubtedly the Fenty PUMA Creeper sneakers. These shoes caused a frenzy among sneakerheads around the world and helped catapult Rihanna into the upper echelons of the fashion world. However, after her last collab with PUMA in 2017, things went quiet on that front.
Fast forward to 2019, and Rihanna made history by launching her own luxury label called Fenty under LVMH. This achievement marked a significant milestone for diversity in fashion as she became the first Black woman to do so. While Fenty has seen success in areas like beauty and lingerie, its ready-to-wear activity, unfortunately, had to be put on hold this year due to declining sales. Now it seems that Rihanna is bringing back Fenty x PUMA for another chapter in their partnership. Given her previous track record of creating inclusive and contemporary designs that catered to diverse audiences, we can expect nothing less from this upcoming collaboration. Fans can look forward to new collections featuring unique designs and styles that adhere to a contemporary aesthetic.
Although there are no official details regarding when we can expect this exciting revival to launch just yet, fans are eagerly anticipating any updates from Rihanna herself. So get ready for what promises to be another iconic moment in fashion history!