Rihanna for FENTY X PUMA Creeper Collection | The Making Of by Fashion Channel

Rihanna is PUMA’s global brand ambassador for women’s training and serves as a PUMA Women’s Creative Director, bringing her styling sensibilities and innovation to PUMA’s collections. Embodying everything that PUMA stands for, Rihanna’s unstoppable spirit, creative energy and prowess both on and off the stage make her the perfect representation of the PUMA brand.
Rihanna, who recently launched her own beauty and style agency, is helping design/inspire and promote the FENTY X PUMA Creeper. The rollout of the line began with the release of the suede Creeper dropped in September. “I really wanted to dig into their archive and give classic silhouettes my own spin,” she said. “The PUMA Creeper is just that.”
As a Creative Director, Rihanna will directly influence product collections as early as 2015, and work in partnership with PUMA’s Internal Product Creation team. Rihanna will work with PUMA to design and customize classic PUMA styles as well as create new styles to add to the PUMA product portfolio.


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