And so the festival of Rihanna rolls on. In a year that’s seen her claim string of hit songs, several successful fashion collaborations (including a luxury shoe collection with Manolo Blahnik), a huge MTV achievement award and, of course, a very well-documented flourishing romance, the performer’s long-awaited PUMA x FENTY range has finally been unveiled to to the world. 

Having already tested the waters with a taster collection presented to New York Fashion Week last February, and released the cult flat shoe of the year with her signature Creeper trainer style, Rihanna’s full collection of Japanese street culture-inspired pieces is almost guaranteed to be a global sell-out. 


In fact, so sure are she and her team that consumers will snap these pieces up, the campaign images are more like pieces of black and white ink artworks selling the collection’s edgy Japanese mood rather than showcasing the clothes themselves. Such is the creative luxury enjoyed by designers who know folks are going to want their wares, regardless. And want, we absolutely do.


“I wanted to take PUMA to a new place with something unpredictable and unexpected,” Rihanna said. “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.” The stunning campaign shot by Willy Vandeperre stars models Sang Woo Kim, Cong He and Fei Fei Sun.


This first drop, available now in Australia at The Iconic, Stylerunner, Stylebop and PUMA.com , includes a ground-sweeping Mock Neck Maxi Dress, Rising Sun Lace Sweatshirt and Sweatpants, Tear Away Track Jacket and Pant, Bra, and Lace-up skirt. Come November, a new drop including a Sneaker Heel shoe, Lace Up Backpack and Bandana Cap will hit online stores too.