Rihanna became the first Black woman to establish a luxury line with LVMH when she unveiled her ready-to-wear collection, Fenty, in 2019. Two years later, the business was shut down amid concerns of dwindling sales.
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No other information regarding the new partnership with Puma, including its arrival date, has been made publicly available as of yet.
The athleisure essentials that dominated the market in the early 2010s were given a more playful twist by Rihanna’s style hallmarks, which she quickly developed while working for Puma. They included chunky-soled shoes, bodysuits in vivid colors, oversized graphic hoodies, and thigh-high boots.
What can we actually anticipate from the Fenty x Puma comeback? Although today’s cryptic announcement provided few hints, if the previous collections are any indication, expect Rihanna to capitalize on the current zeitgeist for skin-baring styles as well as provide a more inclusive vision for the brand, consistent with the diverse cast of her Savage x Fenty runway spectaculars.
Rihanna will approach her vision for Fenty x Puma with new eyes and a new well of experience now that she has experience leading a luxury brand for LVMH (by all accounts, the musician was involved in even the most minute details of the design process while running Fenty), so don’t be surprised if there is an aesthetic overhaul from its previous iteration.
We’ll have to wait and see what the collaboration might produce in terms of its finer points. But for now, the information that Rihanna is making a comeback in the fashion industry is more than sufficient.