by Dina Hoxha

As you may have heard, in December 2014, Rihanna partenered with Puma in the position of their new Creative Director and she procedeed to launch on the 15th of September, her much anticipated new shoe with PUMA, a creeper style sneaker, which turned out to be very successful worldwide, selling out in 3 hours. The campaign for the shoes, featured Rihanna and Travi$ Scott and was shot by Tom Munro. Flash forward to the 12th of February, we saw on New York Fashion Week, the first ever full collection of PUMA by RIHANNA, consisiting of footwear, apparel and accessories for both women and men.

For her first collection Rihanna was inspired by today’s Japanese street culture and tradition, while mixing this influence with gothic overtones and exaggerated volumes and proportions. The goal was to blur the lines between genders, that are too rigid for her fashion tastes, while challenging the traditional male and female silhouettes. The fashion icon introduced pieces such as a ground-sweepign Kimono Robe, Tear Away Tricot Track Suits, and attitude punched Lace-Up Jersey Corset, dresses and bodysuits. There was a play with shapes creating exaggerated long sleeve tops and jackets and voluminous hoodies and crew necks. Many apparel silhouttes play with laces, running up and down the pieces for an added edge. Outerwear styles,like the Velvet Bomber Jacket, serve both the fashion hungry and the function-needy. In true Rihanna fashion, each piece embodies a sexiness aith a tough-as-nails attitude.

“This collection is not only a representation of who I am and how I dress, but also pushes the boundaries of what I wanted to create with PUMA” said PUMA Brand Ambassador and Women’s Creative Director Rihanna, “I wanted to take PUMA to a new place with something unpredictable and unexpected. It’s Japanese street culture with a haunting twist. I played with texture and silhouettes and all of the fabrics are luxurious. I reinterpreted the traditional inmy way. I’m looking forward to sharing the collection with the fashion community and fans.”


Images courtesy of FashionGPS

The 27-year-old singer turned to sisters Gigi and Bella Hadid to model in her first-ever runway show for the sports brand, as well as Stella Maxwell, Marjan Jonkman, Ruth Bell, Frederikke Sofie, Imaan Hammam, Taylor Hill, Maria Borges, August Gonet, Lexi Boling, Aya Jones, Bhumika Arora and Dudley O’Shaughnessy. While the clothes were beyond cool, all eyes were on the models’ slicked back, frosted white hair. RiRi’s hairstylist, Yusef Williams, was responsible for creating the hairstyles, or “arctic chill hair masterpiece,” as he put it.

As a follow up to her beloved PUMA Creeper launch, the AW16 collection ranges from show-stomping boots to sporty heels to training sneakers. An exaggerated over-the-knee Eskiva boot laced up on some of fashion’s top models turned heads on the runway.

Consumers can catch some of the footwear styles this Spring/Summer season including her first official modern and futuristic training shoe, the FENTY Trainer which hits stores worldwide on February 26th. Rihanna’s anxiously anticipated Fur Slide will launch in April and the infamous PUMA Creeper returns in May with new colors.

The AW16 PUMA by RIHANNA collection, under her FENTY label, will be available at retail beginning September 2016. For more information, visit puma.com or rihannanow.com.

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