PUMA by Rihanna AW16 Collection Premieres at New York Fashion Week
February 13 2016 - 1:27PM
Business Wire
Under the Elements, Rihanna Remixes Japanese
Street Culture and Tradition with a Youthful, Yet Dark and Stormy
Appeal
Overcome by environmental elements and an ominous mood-inducing
energy, frostbitten models walked the runway with a bold chill,
donning the first ever FENTY PUMA BY RIHANNA Collection. Just like
the collection’s namesake creative director, the first season
driven by Rihanna is nothing short of unexpected with a full
collection of footwear, apparel and accessories for both women and
men.
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Rihanna walks the runway at the Fenty
PUMA by Rihanna show during the Fall 2016 New York Fashion Week in
New York on February 12, 2016. (Photo: Business Wire)
Rihanna drew inspiration from today’s Japanese street culture
and tradition for this first full season collection since
partnering with PUMA in December 2014. Mixing that cultural
influence 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. Rihanna introduced
styles such as a ground-sweeping Kimono Robe, Tear Away Tricot
Track Suits, an attitude punched Lace-Up Jersey Corset, dresses and
bodysuits. In her first collection, she played with shapes creating
exaggerated long sleeve tops and jackets and voluminous hoodies and
crew necks. Many apparel silhouettes play with laces, running up
and down the pieces for an added edge. Outerwear styles, like the
Velvet Bomber Jacket, serve both the fashion hungry and the
function-needy. Each piece embodies a sexiness with a
tough-as-nails attitude.
“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,” said PUMA Brand Ambassador and Women’s Creative
Director 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. I'm looking forward to
sharing the collection with the fashion community and fans.”
A PUMA collection is never complete without footwear. As a
follow up to her beloved PUMA Creeper launch, the AW16 collection
ranges from show-stomping boots to sporty heels to training
sneakers. An exaggerated over-the-knee Eskiva boot laced up on some
of fashion’s top models turned heads on the runway.
Consumers can catch some of tonight’s footwear styles this
Spring/Summer season including her first official modern and
futuristic training shoe, the FENTY Trainer which hits stores
worldwide on February 26th. Rihanna’s anxiously anticipated Fur
Slide will launch in April and the infamous PUMA Creeper returns in
May with new colors.
The PUMA by Rihanna Accessories range features an over-the-top
Bomber Jacket Bag, the Fur Waistbag fit with two pockets for you
and your boo and fashionable durags, caps and headwear, chokers and
veiled sweatbands all to perfect the look.
The AW16 PUMA by RIHANNA collection, under her FENTY label,
includes a mix of fashion and lifestyle apparel, footwear and
accessories and will be available at retail beginning September
2016. For more information, visit puma.com or rihannanow.com.
PUMA
PUMA is one of the world’s leading Sports Brands, designing,
developing, selling and marketing footwear, apparel and
accessories. For over 65 years, PUMA has established a history of
making fast product designs for the fastest athletes on the planet.
PUMA offers performance and sport-inspired lifestyle products in
categories such as Football, Running, Training and Fitness, Golf,
and Motorsports. It engages in exciting collaborations with
renowned design brands such as Alexander McQueen to bring
innovative and fast designs to the sports world. The PUMA Group
owns the brands PUMA, Cobra Golf, Dobotex and Brandon. The company
distributes its products in more than 120 countries, employs more
than 10,000 people worldwide, and is headquartered in
Herzogenaurach/Germany. For more information, please visit
http://www.puma.com.
FENTY PUMA BY RIHANNA
With the FENTY label, Rihanna fuses her fierce, independent
approach to music and fashion with the unmistakable, sport-driven
design of PUMA. Fearlessly bold and effortlessly stylish, PUMA BY
RIHANNA is performance remixed.
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SheptyckPUMAKatie.sheptyck@puma.comorRihannaAmanda
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