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Rihanna Is Puma’s New Creative Director

Rihanna Is Puma’s New Creative Director

Rihanna in Saint Laurent mohair knit cardigan with fox fur collar, Mr Completely Puma platform creepers, Inez and Vinoodh leather necklace

Rihanna Puma creative directorYesterday was a big day for Rihanna. The Barbadian singer was named Puma‘s Brand Ambassador and Creative Director of the women’s training division. According to Women’s Wear Daily (via Harper’s Bazaar), the seven-figure deal will see Rihanna designing apparel, footwear and accessories for the German sportswear brand beginning in Spring 2015. Puma’s CEO, Bjorn Gulden, had this to say:

“Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important. Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”

Any regular reader of this blog will know that her sneaker collection is quite large so this deal is exciting. Her previous collections with River Island and Armani did very well but Rih will have a lot more creative control and responsibility with Puma. This collaboration will certainly increase Puma’s profile globally and expose her legions of fans to the athletic brand.

Rihanna in Saint Laurent mohair knit cardigan with fox fur collar, Mr Completely Puma platform creepers, Inez and Vinoodh leather necklaceRih flew all the way to Puma headquarters in Germany for the big announcement. Her look was definitely one that only she could pull off as it comprised multiple strands of white pearls, a satin bustier, sweatpants and sneakers. Here’s a little of what she wore.

Rihanna’s cream jacket is actually a cardigan. It’s Saint Laurent‘s waffle knit mohair cardigan, which has a gold zip front closure and a fox fur-trimmed hood. The shoes are from the brilliant minds over at Mr Completely. In order to create these creepers they added a 1.5″ platform sole to the upper from Puma sneakers. Unfortunately, they have only created custom Pumas for Rihanna but you can visit their online store for a look at their other shoes. Finally, Rih sported a new necklace from Inez & Vinoodh. Earlier this year she fell in love with their Tahitian white pearl necklace. This time she chose their black leather necklace, which features the designers’ signature interlocking hoops (they represent the couple’s wedding bands), an 18k gold star charm and a 0.2kt jewel.

Update: Her sweatpants are by Swedish brand Sködia.


images via instagram/rihanna, puma

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