Rihanna’s partnership with Puma has proven to be a strategic and successful move for both the artist and sportswear brand. As the Creative Director of Puma Women, Rihanna has injected a fresh and fashionable approach into the company’s products, captivating a younger, style-conscious demographic.
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In 2014, when she joined the company as creative director, Rihanna began working with Puma, according to Vogue. She launched unique ready-to-wear and shoe collections during her time there, in addition to organizing multiple fashion presentations. In 2017, the same year she debuted her cosmetics line Fenty Beauty, she worked with the company for the last time.
Rihanna also introduced Savage X Fenty, an inclusive lingerie and clothing brand, in addition to the beauty line, which also features the recently released Fenty Skin. She became a billionaire in 2021, partly as a result of the success of her two businesses. Through LVMH, Rihanna debuted her Fenty Fashion range of high-end clothing in 2019.
Her involvement in designing collections such as Fenty x Puma has elevated the brand’s image by incorporating her unique blend of streetwear and high fashion inspiration. By leveraging Rihanna’s global star power, Puma has experienced significant growth and increased brand awareness on an international scale.
The collaborations have not only resulted in innovative designs but also showcased Puma’s commitment to diversity and inclusivity, as seen through their highly praised Fenty Beauty campaign. Through this enduring partnership, Puma has been able to establish itself as a trendsetter in the athletic wear industry while giving Rihanna a platform to express her creative vision beyond music.
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