Rihanna Announces the Return of Fenty x PUMA

On Wednesday, Rihanna announced the formal return of Fenty x PUMA in a succinct social media post: “She’s back.”

Fenty/ PUMA

In typical Bad Gal style, specifics of the renewed cooperation remain mostly undisclosed; however, the announcement of Rih's fashion resurgence will suffice for the time being.

Rihanna has maintained a long-time affiliation with the German sportswear brand since 2014, when she assumed the role of creative director for womenswear. Throughout her tenure, Rih orchestrated multiple New York Fashion Week presentations and launched a plethora of coveted trainers, including the immensely popular Fenty PUMA Creeper of 2016. Following the release of her final PUMA collaboration in 2017, the association discreetly dissolved as Rihanna focused on other endeavours.

Two years later, Rihanna established her standalone luxury brand Fenty under the LVMH umbrella, becoming the inaugural Black woman to achieve this milestone. Nevertheless, the brand's ready-to-wear operations were "suspended" in 2021, allegedly due to diminishing sales.

As PUMA's creative director, Rihanna effectively established distinctive design rules that satisfied both critics and consumers. The designer's designs prominently included athleisure, incorporating chunky footwear, baggy loungewear, and vibrant bodysuits, with several amusing activewear variations. The resurgence of Fenty x PUMA is expected to align more closely with Rihanna's idea of inclusivity, featuring designs that conform to a modern aesthetic.

Currently, there is no information regarding the launch date of the collaboration.