It is no secret that pop superstar Rihanna has made a name for herself as a fashion icon over the past few years. In the past year alone, the singer-songwriter stole the spotlight at the CFDA Fashion Awards in a Swarovski crystal sheer dress, and was the face of Vogue's famed September Issue. She has also previously worked successfully with several brands, including MAC, Georgio Armani, Balmain, and Gucci. So it is perhaps no surprise that Rihanna is furthering her role within the fashion industry.
This past week, Rihanna took over the position of Women's Creative Director and global ambassador for Women's Training for PUMA. Rihanna spent last Tuesday touring PUMA's headquarters in Herzogenaurach, Germany. She also had her first creative meeting with the design team, kicking off her "multi-year partnership" and getting things quickly under way.
PUMA released a press statement stating that "fans can anticipate PUMA and Rihanna taking a fresh, forward thinking and non-traditional approach to sports, fitness and lifestyle - fusing Rihanna's personality, love of sports, spirit and style footwear and apparel segment."
"It's great to find a brand that celebrates strength and individuality," Rihanna stated. "I couldn't think of a more perfect partner to collaborate with as a creative director. I'm excited for you to see what PUMA and I come up with.”
At PUMA, Rihanna is joining the ranks of a talented variety of professionals including Solange Knowles, who serves as an art director and creative consultant. The company is undoubtedly taking steps to build its image as not only an athletic, but a high-fashion brand.
“Signing Rihanna is a fantastic step for PUMA," PUMA CEO Bjørn Gulden stated. "Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. She also aligns perfectly with the values PUMA strives for: to be Confident, Brave, Determined and Joyful. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important. Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”
We look forward to seeing what what this partnership will entail for PUMA - even if Swarovski crystal-covered running leggings aren't in the near future, Rihanna's unique and notable style will undoubtedly add a sparkling angle on this already vibrant company.