Rihanna named as PUMA’s new Creative Director
Looks like sports and fashion will continue to be inseparable in 2015 as BadgirlRiRi just jumped on the sports luxe bandwagon with her latest partnership with PUMA.
Seven-time Grammy Award winner and also CFDA’s Fashion Icon laureate who is known for her sheer – no pun intended – audacity in fashion choices, both on and off the red carpet, Rihanna just announced her new multi-year partnership with PUMA and will assume her new role of being PUMA Women’s Creative Director as well as the global ambassador for Women’s Training come January 2015.
No stranger to the fashion industry, the fashion icon flew to PUMA’s headquarters in Germany on Monday night for her first creative meeting with PUMA’s design team in true sports luxe fashion. Strings of pearls were lavishly draped around her neck to complement her whitewashed outfit that comprised of a vintage satin bustier, an Yves Saint Laurent hooded sweater, track pants and a spanking new pair of PUMA sneakers to mark the new beginning.
Straying away from the usual streak of collaborations between cosmetics companies, high street brands and luxury labels such as MAC Cosmetics, River Island and Balmain, Rihanna’s partnership with PUMA marks her first foray in to the sporting arena as she follows in the footsteps of fellow artistes like Beyoncé and Kanye West.
With Rihanna’s stylistic flair for breaking conventions and hunger to be different, this new creative freedom entitled to her serves as the perfect outlet to take greater risks, and for the world to be let in on the ingenious mind behind those impeccable sartorial choices.
In light of the string of amazing collaborations celebrating the marriage between sports and fashion already lining up for 2015, it’s definitely going to be a year filled with more athleticism and trips to the gym!
Annabelle Chew
