AW16 COLLECTION ARRIVES IN STORES
RIHANNA AND PUMA REMIX JAPANESE STREET CULTURE WITH A HAUNTING TWIST
NEW YORK CITY, NY (4th September, 2016) – Finally, the wait is over as Rihanna’s inaugural FENTY PUMA by Rihanna apparel, footwear and accessories collection hits stores worldwide beginning September 7th. No one can forget Rihanna’s debut of this collection last February in New York. Each look was daring, provocative and oozing with attitude and now, it’s available for the world.
Rihanna drew inspiration from contemporary Japanese street culture and tradition for her debut collection with PUMA. Mixing cultural influences with gothic overtones and exaggerated volumes and proportions, the fashion icon challenged the traditional male and female silhouettes and blurred the lines between genders that are often times too rigid for her fashion tastes.
“This collection is not only a representation of who I am and how I dress, but also pushes the boundaries of what I wanted to create with PUMA” says Rihanna, “I wanted to take PUMA to a new place with something unpredictable and unexpected. 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 worldwide release of the collection will commence regionally on September 7th at PUMA stores, PUMA.com and select fashion retailers such as Harvey Nichols Kuwait and Level Shoe District in Dubai