Fenty Puma by Rihanna

14 February 2016

Rihanna's collection for Puma was very Rihanna. The theme to the show seemed to be gothic and very Japanese street. The whole collection looked more like streetwear rumblings then athleisure.

"It was Japanese street, loaded with goth, erotica and sport — takes on wrestling gear, boxing shorts and robes, tracksuits, and hoodies galore." said Jessica Iredale from WWD (Womens Wear Daily).
Although the collection pretty much represented Rihanna's own style and aesthetic, Puma did a really great job at bringing that out.

The PUMA x Rihanna Creeper gave the brand a very obvious boost in their third quarter sales, but the real question is how will Fenty Puma by Rihanna as a collection sell in stores, as the price point will be more then Puma's average.

Puma has made a brand boosting choice with Rihanna more than a creative aspect in my opinion. There is a major creativity factor in the collection but Rihanna's Celeb status will probably work it's charm on consumers and fans.

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