Overcome by environmental
elements and an ominous mood-inducing energy, frostbitten models walked the
runway with a bold chill, donning the first ever FENTY PUMA BY RIHANNA
Collection. Just like the collection’s namesake creative director, the first
season driven by Rihanna is nothing short of unexpected with a full collection
of footwear, apparel and accessories for both women and men.
Rihanna drew
inspiration from today’s Japanese street culture and tradition for this first
full season collection since partnering with PUMA in December 2014. Mixing that
cultural influence with gothic overtones and exaggerated volumes and
proportions, the fashion icon challenged the traditional male and female
silhouettes and blurred the lines between genders that are often times too rigid
for her fashion tastes.
Rihanna
introduced styles such as a ground-sweeping Kimono Robe, Tear Away Tricot Track
Suits, an attitude punched Lace-Up Jersey Corset, dresses and bodysuits. In her
first collection, she played with shapes creating exaggerated long sleeve tops
and jackets and voluminous hoodies and crew necks. Many apparel silhouettes play with laces,
running up and down the pieces for an added edge. Outerwear styles, like the
Velvet Bomber Jacket, serve both the fashion hungry and the function-needy.
Each piece embodies a sexiness with a tough-as-nails attitude.
“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” said PUMA Brand
Ambassador and Women’s Creative Director 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. I'm
looking forward to sharing the collection with the fashion community and fans.”
A PUMA
collection is never complete without footwear. As a follow up to her beloved
PUMA Creeper launch, the AW16 collection ranges from show-stomping boots to
sporty heels to training sneakers. An exaggerated over-the-knee Eskiva boot
laced up on some of fashion’s top models turned heads on the runway.
The
footwear styles that was shown will be available soon. Rihanna’s first official
modern and futuristic training shoe, the FENTY Trainer will hit PUMA SELECT in
Cape Town, Bree Street and Johannesburg, Braamfontein, as well as X–Trend on 26
February 2016. Rihanna’s anxiously anticipated Fur Slide will launch in April
and the infamous PUMA Creeper returns in May with new colors.
The PUMA by
Rihanna Accessories range features an over-the-top Bomber Jacket Bag, the Fur
Waistbag fit with two pockets for you and your boo and fashionable durags, caps
and headwear, chokers and veiled sweatband all to perfect the look.
The
AW16 PUMA by RIHANNA collection, under her FENTY label, includes a mix of
fashion and lifestyle apparel, footwear and accessories and will be available
at retail beginning September 2016.
