Rihanna and PUMA announced a new partnership. “She’s back,” said Arne Freundt, Chief Executive Officer at sports company. The details about the Fenty x PUMA re-established partnership are being kept secret for now and at this time, there is no information on the collaboration’s launch date.
The German multinational corporation that designs and manufactures athletic and casual footwear, apparel and accessories named Rihanna as the creative director of its womenswear line in December 2014. Two years later, PUMA partnered with The Weeknd as a creative collaborator and in 2018, it launched its venture with its ambassador Selena Gomez called “Phenom Lux”.
During her tenure, Rihanna worked on several New York Fashion Week shows and released highly sought-after Fenty x PUMA sneakers. Her first trainer with Puma was sold out online within three hours of its pre-sale launch. She released various other footwear in different colorways and styles, which were all met positively by both critics and buyers. After her last PUMA collaboration was launched in 2017, however, the partnership quietly disapared, while the singer dedicated time to other projects. Two years later, Rihanna launched her independent luxury label Fenty under the LVMH banner. She was the first woman to create an original brand for LVMH and also the first woman of color to lead an LVMH brand. The house launched in a pop-up store on May 22, 2019, in Paris, before launching worldwide online on May 29 and included clothing, accessories, and footwear. Due to the impacts of the COVID-19 pandemic, in February 2021, Rihanna and LVMH decided to “put on hold” her Fenty fashion house and continue building on the Savage x Fenty lingerie line that she had launched in 2018.
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