Puma said the Fenty Puma by Rihanna apparel, footwear and accessories collection launched September 6 with two pop-up shops operated by SIX:02, Foot Locker’s women’s chain.
The pop ups are located in New York at 125 West 33rd Street and Los Angeles at 8380 Melrose Avenue. The collection, which made its debut last February in New York, also launched at Puma.com and Bergdorf Goodman. New introductions will follow in October and November, including the original and new Fenty Puma Creepers.
“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 partnered with Paris based creative agency M/M, photographer Willy Vandeperre and stylist Alastair McKimm. Models Fei Fei Sun, Cong He, Sang Woo Kim also starred in the effort.
