Rihanna
The super model and singer Rihanna has been named creative director of Puma, overseeing the direction of the womenswear line, and will join famous sportsmen including Usain Bolt and Mario Balotelli as a brand ambassador. The singer arrived at the company’s headquarters in Germany yesterday and had her first creative meeting with the design team.
Having signed a “multi-year partnership” with the company, Rihanna will take a “hands-on approach,” WWD reports, working on Puma’s fitness and training collections across apparel as well as shoes.
Rihanna “will work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio,” Puma said in a statement today.
Puma, which is owned by Kering, is currently undergoing a makeover to help it compete with the big two – Nike and Adidas – in terms of sales and brand reach. It’s far from Rihanna’s first foray into fashion, with successful link-ups with labels including River Island, MAC, Giorgio Armani, Balmain and Gucci all already on her CV.
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