“She’s back.” (Eng. for: She’s back) – with these words Puma CEO Arne Freundt announced the renewed collaboration with Rihanna on Wednesday.
At the beginning of 2016, the singer, whose real name is Robyn Rihanna Fenty, showed the first joint collection with Puma under the name “Fenty by Rihanna”, which was presented during the New York Fashion Week. Before that, she had already been active as a guest designer for a year and had some success with pieces such as the shoe model “Creeper”, which sold out quickly at the time.
Rihanna and Puma are collaborating again
Three years later, her plans to launch the “Fenty” brand, which was to be realized together with the French luxury goods group LVMH, became known. This was put on hold in 2021. The musical businesswoman is significantly more successful with her cosmetics line “Fenty Beauty” and her underwear label “Savage x Fenty”, with which she also launched a sporty line in October. During this time, the cooperation with Puma became quieter and the joint products disappeared from the scene. The last collection of Rihanna and Puma was presented for SS18.
In a succinct statement on Wednesday, Puma announced the renewed collaboration, which is due to appear soon. What to expect from this remains to be seen.
This post was updated on March 1st at 12:30pm with a press release from Puma.