Fenty Puma by Rihanna AW’16
Not since Rihanna joined as creative director in 2014 has Puma seen this much buzz. Back in February, the Barbadian superstar unveiled her inaugural Fenty Puma by Rihanna collection. Seven rather agonising months later, the attitude-laced series of apparel, footwear and accessories have made it way to stores worldwide, including our sunny shores. Here, a quick guide to the craze.
What to Expect
Contemporary Japanese street culture and tradition takes centre stage for her debut collection with Puma. But it’s not like #badgalriri to leave it at that; the collection is laced with gothic overtones and of course, exaggerated volumes and proportions with lots of androgyny.
Key looks for the first of monthly drops include the ground-grazing Mock Neck Maxi Dress and Rising Sun Lacing sweatshirt and sweatpants. More drops are scheduled for October and November, when both the original and new Fenty Puma Creepers, accessories and Sneaker Heels will be available.
“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” says 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 in my way.”
Campaign
Only the best were engaged for the campaign. Photographer Willy Vandeperre – responsible for campaigns for Raf Simons, Dior Homme, Jil Sander, Christian Dior and Peter Phillips, and a regular contributor to American Vogue and AnOther Magazine – of Paris-based creative industry M/M brought the collection’s dynamism to life. Other big names include stylist Alastair McKimm, and models Sun Fei Fei, Cong He and Kim Sang Woo.
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