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Rihanna and Puma Announce the Return of the Fenty x Puma Collaboration

"Just recently, it was revealed that the FENTY brand created by Rihanna and PUMA would continue. So hold fast and keep checking back for updates as more information will undoubtedly come to light in due course."

The Fashion Enthusiast
Rihanna and Puma Announce the Return of the Fenty x Puma Collaboration


"She's Back."

Rihanna's return to the group at the venerable sportswear company was all it took for Puma to make the announcement.

The words "She's Back." were written in beige on the mysterious, all-black post shared on both Puma's main Instagram and its style Instagram. The Fenty and Puma logos were also printed underneath the words in the same colour. The caption was only modified to read "Coming shortly," without any indication of when exactly that will be.

The performer and the company have a lengthy relationship. The fashion icon took over as the company's creative director in 2014, and during that time, she made her debut in the fashion industry with a line of highly sought-after shoes like the famous fluffy slides and displayed her talent with a number of New York Fashion Week shows.

In 2017, six years after her first collaboration with the company, Rihanna debuted a diverse runway collection of original athleisure and schoolwear fusion styles.

She debuted her ground-breaking makeup line, Fenty Beauty, the same year she released her most recent collection, releasing a then-unprecedented 40 foundation shades in more shades than all of her rivals combined.

With the launch of her brand Fenty under luxury conglomerate LVMH, Rihanna continued her ascension into the heights of the fashion world after her final collection with Puma and during the course of her rise as a beauty mogul. The singer-turned-fashion designer accomplished a milestone by leading a luxury brand for the global corporation as the first Black woman. Unfortunately, due to declining sales, it was forced to shut two years later.