Fenty x Puma and Rihanna – Global icon Rihanna and Puma have officially unveiled their new franchise. Rihanna is returning to the brand as Creative Director of Fenty x Puma with a multi-year partnership and multiple launches in development. This comeback combines Puma’s deep history and sporting heritage with Rihanna’s iconic status as a leader in music, culture and fashion.
Fenty x Puma Next Rihanna: Video
Fenty x Puma Nextthe partnership’s first footwear franchise, an unconventional fusion of two Puma icons, combining the model’s premium leather design. Royal football boots with the sole of the Easy Rider sneaker.
In fact, Rihanna and Puma have a history of launching revolutionary sportswear products for the fashion world during their collaboration, starting in 2015 withiconic Creeper. Between 2015 and 2018, Rihanna and Puma launched several footwear and apparel collections, including Fenty x Puma sneakers and fur slippersas well as four fashion shows in New York and Paris.
Fenty x Puma Avanti Rihanna: a new icon
Rihanna’s love for football, combined with the huge influence of non-playing sports, served as the starting point for the creation of this shoe franchise. Rihanna’s take on this classic style ushers in a new era of sportswear collaboration with Puma.
In addition, it was important for both Rihanna and Puma to ensure that this launch was accessible to the whole family by creating a collection that was as cool for kids as it is for parents. It was worn by legends, and now it’s remixed by Rihanna herself. Avanti is also offered as a unisex shoe for adults and children..
In 1968 he was born original Puma King football bootsworn by celebrities such as Eusebio, Pele and Maradona. In 1978, Puma introduced a new series of running shoes that later evolved into Puma Easy Rider. In 1998, Jil Sander and Puma launched the first fashion collaboration, bringing the two styles together in the Jil Sander King. These sneakers were the inspiration for the Avanti design, which was then created by Puma in 2001. Now, in 2023, Rihanna has added her own design language and creative elements, from leather details to a rubber outsole, for a personal touch. to this classic.
“I wanted to bring something iconic from the archives to the street, and the great Pele made the Avanti shoes truly iconic,” said Rihanna.
The Fenty x Puma Avanti Rihanna is a fashionable take on the football trend, with soft vintage leather, Fenty logo fold-over tongue and Puma Cat print embossed gold foil. Avanti details with a rubber outsole and leather insole nod to Puma’s deep history and heritage in football. There black and white version ends with one chrome version with laser engraved logos and chrome leather details.
As Creative Director, the first campaign filmed by Dennis Leupold with set designs inspired by the shape of the pentagon and soccer ball embroidery, featuring big names such as Rihanna, A$AP Nast, Pure, Felix Mallard and two kids.