#freethenipple lover, and Instagram star
Rihanna has been named creative director of Puma.
Not surprisingly, she’ll serve alongside the world’s fastest man, Usain Bolt, as the face of the German sneaker brand. But, in an unusual twist, she’ll also work in the design department, developing new color ways and styles. The singer announced the partnership on her Instagram account, with a picture of herself in the back of a van in Germany, wearing pearls, sweatpants and a pair of white Puma creepers—probably one of the first items from her collaboration with the brand.
It’s almost shocking that Puma’s waited this long to embark on a rebranding. This was the year of athleisure, or gym clothes that can be worn out on the town. Spurred in part by the rise of normcore, and designers like
Alexander Wang, this trend has really given sportswear brands the chance to expand their market beyond the fitness-conscious customers. While Nike’s Air Max styles and Adidas’ Stan Smiths have become must-haves for different sets of fashion tribes, Puma has yet to capitalize on the fashion pack’s insatiable need for sneakers, or even stake their ground, despite a recent collaboration with singer
Rihanna is the perfect woman to help them take their company to the next level, recently lauded as a fashion icon by the
Council of Fashion Designers of America , and with 14.4 million Instagram followers, there’s really no one else who can turn a brand cool as well—and as quickly—as she can.