The CFDA Fashion Icon of the year is now a fashion designer and will create pieces that will give her fans the chance to borrow a piece of her “iconic” style. Rihanna has been named the new creative director for Puma and will officially start working on Puma’s fitness and training collections starting with January 2015. The starlet arrived at Puma’s headquarters in Germany on Monday to meet the design team and have a creative meeting with them, picking the styles, fabrics and colors for the upcoming Puma collection.
She’ll work not only on fitness apparel, but also shoes and will “design and customize classic Puma styles and create new styles to add to the Puma product portfolio,” as the company has stated.
Talking about her new venture, Rihanna told WWD: “I’m very excited about this. Whether it’s apparel or shoes or accessories, I want to modernize it by highlighting the classics and going from things that make Puma Puma — give it a youthfulness, make it hip, basically [make it] Rihanna.”
She promises to come up with pretty cool stuff that can be easily mixed and matched into everyday casual looks. After all sporty chic is the thing in fashion now, as we all love experimenting with a pair of sneakers when building up day-to-day outfits.
Puma’s choice of the new creative director wasn’t by chance, since the brand has always had a big female following and the company sees “this as a growing segment.” “Signing Rihanna is a fantastic step for Puma,” Puma’s chief executive officer, Gulden said. “Her global profile, her charisma and individuality, her ambition — all these things make her a perfect brand ambassador for our brand. Rihanna is an icon for the young consumer — male and female. Obviously, the age group between 14 and 25 is what we are all targeting, and she speaks to that. Every research we have done shows her on top of the list.”
In addition, Rihanna will be Puma’s global brand ambassador, joining famous sportsmen Usain Bolt and Mario Balotelli. Previously, Riri has modeled for such big fashion brands, as Balmain, Gucci and Emporio Armani, and she has also designed a collection with British high street fashion retailer River Island, as well as with MAC Cosmetics.
Apparently, she really loves to design as she told WWD: “I love designing. I’ve always enjoyed it. The thing I love most is the unexpected result between my brand and theirs, the combination, the marriage — it’s like having a baby, you put two things together and all of the sudden it bursts into a new thing.”
Moreover, Puma has been one of her favorite sportswear brands, as she says: “Some of the first sneakers I owned were Puma, and I wore them to death, until they had holes in them.” She then added: “Puma has such cool stuff, it’s already going in the direction of the new, youthful, hip underground designers and tastemakers. This is the right place for me to be. I just want to make Puma my taste. That’s the plan.”
We are more than sure that Puma’s new move is sure to bring more fame and success to the company, which ranks the third in the industry, after Nike and Adidas.
Photo courtesy of Vogue