Deemed as a fashion rebel and one of the most influential celebrities in the world, whatever Rihanna puts her name on turns to gold. The drop of her full FENTY PUMA by Rihanna AW16 collection now proves how much sartorial influence the pop star has on her listeners and Puma’s wearers.
Though Puma is primarily a sports apparel brand, Rihanna manages to twist the designs and make it avant-garde with a touch of Japanese culture. The result? Exaggerated volumes and silhouettes in minimal colors, oversized hoodies, wide-legged track pants and cropped raglan shirts with extra-long sleeves in black, white and gray.
From September, we can expect theapparel and footwear variety hit the streets on followers of the health goth movement, including the ground sweeping Mock Neck Maxi Dress, the popular Rising Sun Lacing Sweatshirt and Sweatpants, the Tear Away Track Jacket with matching pants, and lace-up bras and pencil skirts. Following its initial release through Pedder On Scotts and Limited Edt. Marina Bay Sands, new products will be introduced each month through December, which includes the most sought after Fenty Puma Creepers and accessories like the Mesh and Bandana Cap, as well as the Lace up Backpack.
What's a highly anticipated fashion line without an eye-catching ad campaign? Rihanna collaborated with Paris based creative agency M/M, photographer Willy Vandeperre and stylist Alastair McKimm to visualise the collection, with models Fei Fei Sun, Cong He and Sang Woo Kim becoming the faces that bring the collection to life. “If the Addams Family went to the gym, this is what they would wear,” says Rihanna. We couldn’t agree with her more.
FENTY PUMA by Rihanna AW16 collection is available Pedder On Scotts and at Limited Edt. Marina Bay Sands, followed by TANGS at Tang Plaza from October 2016 onwards.
Text Izza Sofia