| 09 Jun 2023
Rihanna unveils Puma collection; campaign features Travi$ Scott

MUMBAI: In December, 2014 ‘Umbrella’ singer Rihanna became creative director and brand ambassador for PUMA Women. As explained by the brand back then, the singer’s job was to create new styles to add to the Puma product portfolio. Under the same the brand has now introduced the Puma by Rihanna Collection. The collection has been released under Rihanna’s Fenty Label. 

Rihanna’s first collection introduces the Puma Creeper, which is a remix of the iconic Puma Suede with a little bit punk and rebel. It has the fashion feel of the revolutionary punk era and Puma’s sporting heritage. In fact, the punk music that lit up the streets of King’s Road in London and lower Manhattan’s underground club scene in late 80’s has inspired Puma Creeper. 

The collection was launched by Rihanna and her rumoured, current boyfriend, musician and record producer- Travi$ Scott. Scott also features in the first-ever Puma by Rihanna campaign, alongside the ‘Love the Way You Lie’ singer.

“I am so excited to finally introduce the Puma Creeper to the world” said Rihanna in a statement. “Partnering with Puma has given me the opportunity to create pieces that are unique and unexpected. I really wanted to dig into their archive and give classic silhouettes my own spin. The Puma Creeper is just that. And equally as cool, the fact that Travi$ Scott is joining me on my first launch is incredible.” 

The Puma Creeper transforms the classic Puma Suede that was historically made popular by athletes in the 70s and 80s, beloved by punk bands, b-boys and skaters, and today, a style favourite of Rihanna. Puma Creeper is available in a variety of fresh colours and material combinations. The singer also took style advice from Los Angeles based menswear designer Mr. Completely, to bring out the Puma Creeper design.