Images: PUMA

As one of the most marketable celebrities in the world, it seems that Rihanna's name is worth it's weight in both gold and in sales. Her creative director role at Puma has already helped the sportswear brand soar to new heights and increased sales over the seasons, but the drop of Fenty x Puma's debut ready-to-wear collection will truly prove just how much of the pop star's sartorial influence resonates with consumers. 

As it hits stores today, here is everything you need to know about Rihanna's latest Puma collection.


Though Puma is primarily a sports apparel brand and sneaker brand, Rihanna's designs lean more towards avant-garde streetwear, inspired by Japanese culture and midriff lovers everywhere. The result?  A minimal color palette with over-the-top silhouettes, oversized hoodies, wide-legged track pants, cropped raglan shirts with extra-long bell sleeves in black, white and gray, and more.

Starting this month, a variety of apparel, footwear and accessories (including $100 du-rags, mind you) make their way to Rihanna's Puma e-shop. A lace up maxi dress we previously saw Rihanna in, tearaway track jackets and matching pants, as well as lace-up bras, pencil skirts, sweatshirts and sweatpants all hit the net today. After this week's release, expect to see new products every month through December. 

In addition, Fenty x Puma will introduce new creeper styles, the much-hyped/dreaded sneaker heels from the runway show, and a lace-up backpack. Click through the slider gallery up top to get a feel for the goods.


Mark your calendar for Wednesday, Sept. 7, when the first drop of Fenty x Puma hits Puma stores and select fashion retailers, such as Bloomingdale's.  Today (Sept. 6), the collection is exclusively available at, Bergdorf Goodman (online and in-store) and Foot Locker fitness boutique SIX:02 with those Fenty x Puma by Rihanna pop-up shops we told you about in New York City (125 West 33rd St.) and in Los Angeles (8380 Melrose Ave.), which will open at 3 p.m. EST and 12 p.m. PCT, respectively.

To coincide with the pop-up shops, thousands of SIX:02 keys are hidden throughout NYC and LA. If you find one, bring it to SIX:02 for a chance to win a gift card, Fenty x Puma gear or concert tickets. Additional SIX:02 locations around the country will also get in on the fun on Wednesday with "all Fenty, all day" activations, according to Footwear News. The first 100 customers at those pop-up shops will also receive a lucky key for more Fenty Puma prizes.

Image: PUMA/Getty


If you happen to be in New York City today, Rihanna will be making a few appearances to support the launch. Find her at Bergdorf Goodman for a private shopping event and at the SIX:02 pop-up shop. Though Bergdorf Goodman is strictly for VIP customers, SIX:02's event will be open to the public (with limited capacity).


If you've been following the Fenty bandwagon since the beginning, you know Puma and Rihanna are all about the visuals. For the Fenty x Puma ready-to-wear debut, Rihanna collaborated with Parisian creative agency M/M, photographer Willy Vandeperre and stylist Alastair McKimm to visualize her fall 2016 collection. Models Fei Fei Sun, Cong He and Sang Woo Kim keep the streetwear vibes coming as the faces of the campaign.  The campaign has arrived, along with a behind-the-scenes video, which you can view in the gallery below.

Thoughts on this RiRi offering? If you plan on shopping the collection, which ranges from $50 USD - $500 USD, click the button below. 

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