Models walk the runway at the Fenty X Puma by Rihanna Autumn Winter 2017 fashion show during Paris Fashion Week on March 6, 2017 in Paris, France. “I’m going to get in trouble,” whispered Cara Delevingne to Nick Jonas.
Bella Hadid recently landed a major contract with Nike. Which led Olympic ice dancer Meryl Davis to call out Puma and Nike for hiring celebrities over athletes. Meanwhile Puma CEO Bjørn Gulden says, “Our marketing, with personalities like Rihanna, Kylie Jenner, Cara Delevingne … has increased our brand heat.”
We are placing an order for a big slice of humble pie to be dispatched to Kanye West – as his sister-in-law Kylie Jenner has entered into a new partnership with his athletic wear competitor Puma. Oops.
New York Fashion Week is underway, and Yahoo Style’s Joe Zee recaps the most wild and wonderful looks on the runway from Day 2. From Rihanna’s celeb endorsed Puma collection to up-and-coming designer Monse’s breakthrough clothing line, here we take a look at the highlights from the day.
Rihanna seen at LAX on October 06, 2015 in Los Angeles, California. Photo: Getty Images If there’s one thing Rihanna wanted to make clear with her recent Vanity Fair profile, it’s that she’s human. She too eats pasta, makes mistakes, has a crazy ex-boyfriend she can’t shake, and dreams of a day when a man on a white horse (or black motorcycle) will sweep her off her feet. For more proof, turn to this recycled outfit—a sweatsuit!
Rihanna’s Puma Ad Is a Total Knockoff of Taylor Swift Rihanna’s already conquered the music world with her unique Bahamian vibes and catchy hits.
Here’s an early look at Rihanna’s new ad campaign for Puma, which suggests the future is normcore (and, like it or not, it includes tube socks and sweatshirts tied at the waist.) On Wednesday, Puma tweeted, “An icon who does it all needs a shoe that can keep up. #ForeverFaster.” Rihanna has been linked to the brand since 2014, when she was named a creative director for its womens’ line as well as its global ambassador. As part of Rihanna’s contract with Puma, she is required to wear it exclusively for sportswear and streetwear, though she can wear whatever she wants on the red carpet. Previously, Puma has worked with designer Hussein Chalayan and Solange Knowles.
Now, of-the-moment actresses, models, and rockstars have shifted towards a less (deliberately) fragrant kind of product: activewear. RELATED: Fitness brand Lucas Hugh was early to the workout-style party Consider the recent examples: Heidi Klum has a collection for New Balance,and Kate Hudson launched her own fitness fashion brand, Fabletics, last year. Beyonce is poised to release an activewear line with Topshop in fall 2015, and sister Solange Knowles just released her second sneaker collab with Puma. Most recently, country music star Carrie Underwood announced her forthcoming fitness apparel brand, Calia, and Rihanna was named the new creative director of Puma.
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.