Fenty x Puma is coming back, according to Rihanna

Rihanna Takes to Social Media with a Return of Puma x Fenty Notary

Rihanna in Fenty x Puma campaign; Courtesy of Instagram, Rihanna & Puma

While the laid-back statement made by the musician-turned-mogul was undoubtedly Rihanna, the news itself is anything but typical. Nearly ten years ago, Rihanna started working with Puma as creative director. Since then, she has created a line of shoes that have sold out and put on a number of shows during New York Fashion Week, earning praise from both critics and customers. 2017 saw the launch of her most recent line for Puma after an undisclosed break as Rihanna worked on other endeavors.

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Rihanna became the first Black woman to establish a luxury line with LVMH when she unveiled her ready-to-wear collection, Fenty, in 2019. Two years later, the business was shut down amid concerns of dwindling sales. No other information on the new partnership with Puma, including its arrival date, has been made publicly available as of yet.

The athleisure staples that dominated the market in the early 2010s were given a more playful twist by Rihanna's style signatures, which she quickly developed while working for Puma. These included chunky-soled sneakers, bodysuits in vivid colors, oversized graphic hoodies, and thigh-high boots. Rihanna was firmly the brand's face and its most effective ambassador, even though the celebrity throughout the years recruited a select group of pals to serve as models for the company, including Cara Delevingne, Slick Woods, and Travis Scott. It remains to be known if she will continue to be the focal point of the Fenty x Puma universe when it returns.

So what can we actually anticipate from the Fenty x Puma comeback? Although today's cryptic announcement provided few hints, if the previous collections are any indication, expect Rihanna to capitalize on the current zeitgeist for skin-baring styles as well as provide a more inclusive vision for the brand, consistent with the diverse cast of her Savage x Fenty runway spectaculars. Rihanna will approach her vision for Fenty x Puma with both fresh eyes and a new well of experience now that she has managed a luxury brand for LVMH (by all accounts, the musician was involved in even the most minute details of the design process during her time running Fenty).

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So don't be shocked if there is a visual upgrade from the prior version.

Keep an eye out for items that have an emphasis on flexibility and comfort as well. One can only assume that Rihanna will want to make sure there are styles that are appropriate for the singer herself to wear when she is expecting baby number two after revolutionizing maternity style while waiting for the arrival of her son last year in anything from antique Chanel to excessive quantities of body jewelry.

We'll have to wait and see what the cooperation could deliver in terms of its finer points. But for now, the information that Rihanna is making a comeback in the fashion industry is more than sufficient.

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