Rihanna drew inspiration from contemporary Japanese street culture and tradition for her debut collection with PUMA. Mixing cultural influences with gothic overtones and exaggerated volumes and proportions, the fashion icon challenged the traditional male and female silhouettes and blurred the lines between genders that are often times too rigid for her fashion tastes.
Fans can expect key styles in
the first monthly drop including the ground sweeping Mock Neck Maxi Dress and
popular Rising Sun Lacing Sweatshirt and Sweatpant. The Tear Away Track Jacket
and Pant, Bra and Lace-up skirt will also be making its mark in the stores,
serving the fashion hungry and function needy.
Every inch of her personality
is depicted in every element of the range, and definitely not to be worn by the
faint hearted. New introductions will follow in October and November, including
the original and new FENTY PUMA Creepers, her show-stomping Sneaker Heels and
key accessories like the Mesh and Bandana Cap and signature Lace Up Backpack.
“This collection is not only a
representation of who I am and how I dress, but also pushes the boundaries of
what I wanted to create with PUMA” says Rihanna.
“I wanted to take PUMA to a new
place with something unpredictable and unexpected. It's Japanese street culture
with a haunting twist. I played with texture and silhouettes and all of the
fabrics are luxurious. I reinterpreted the traditional in my way.”
For the Autumn-Winter ’16 FENTY
PUMA by Rihanna campaign, Rihanna brought in top industry creatives to help
bring her vision to reality. With Paris based creative agency M/M, photographer
Willy Vandeperre and stylist Alastair McKimm, the campaign brings the
collection to life. Models Fei Fei Sun, Cong He, Sang Woo Kim all bring their
attitude to give an edge to the campaign.
The AW16 FENTY PUMA by Rihanna collection releases today, September 7th, at Selfridges & ASOS
#FENTYxPUMA
No comments
Post a Comment