PUMA by Rihanna AW16 Collection Premieres at New York Fashion Week

Under the Elements, Rihanna Remixes Japanese Street Culture and
Tradition with a Youthful, Yet Dark and Stormy Appeal

NEW YORK–(BUSINESS WIRE)–Overcome by environmental elements and an ominous mood-inducing energy,
frostbitten models walked the runway with a bold chill, donning the
first ever FENTY PUMA BY RIHANNA Collection. Just like the collection’s
namesake creative director, the first season driven by Rihanna is
nothing short of unexpected with a full collection of footwear, apparel
and accessories for both women and men.

Rihanna drew inspiration from today’s Japanese street culture and
tradition for this first full season collection since partnering with
PUMA in December 2014. Mixing that cultural influence 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. Rihanna introduced styles such as a ground-sweeping Kimono Robe,
Tear Away Tricot Track Suits, an attitude punched Lace-Up Jersey Corset,
dresses and bodysuits. In her first collection, she played with shapes
creating exaggerated long sleeve tops and jackets and voluminous hoodies
and crew necks. Many apparel silhouettes play with laces, running up and
down the pieces for an added edge. Outerwear styles, like the Velvet
Bomber Jacket, serve both the fashion hungry and the function-needy.
Each piece embodies a sexiness with a tough-as-nails attitude.

“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,” said PUMA Brand Ambassador and Women’s Creative Director 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. I’m looking forward to sharing
the collection with the fashion community and fans.”

A PUMA collection is never complete without footwear. As a follow up to
her beloved PUMA Creeper launch, the AW16 collection ranges from
show-stomping boots to sporty heels to training sneakers. An exaggerated
over-the-knee Eskiva boot laced up on some of fashion’s top models
turned heads on the runway.

Consumers can catch some of tonight’s footwear styles this Spring/Summer
season including her first official modern and futuristic training shoe,
the FENTY Trainer which hits stores worldwide on February 26th.
Rihanna’s anxiously anticipated Fur Slide will launch in April and the
infamous PUMA Creeper returns in May with new colors.

The PUMA by Rihanna Accessories range features an over-the-top Bomber
Jacket Bag, the Fur Waistbag fit with two pockets for you and your boo
and fashionable durags, caps and headwear, chokers and veiled sweatbands
all to perfect the look.

The AW16 PUMA by RIHANNA collection, under her FENTY label, includes a
mix of fashion and lifestyle apparel, footwear and accessories and will
be available at retail beginning September 2016. For more information,
visit puma.com
or rihannanow.com.


PUMA is one of the world’s leading Sports Brands, designing, developing,
selling and marketing footwear, apparel and accessories. For over 65
years, PUMA has established a history of making fast product designs for
the fastest athletes on the planet. PUMA offers performance and
sport-inspired lifestyle products in categories such as Football,
Running, Training and Fitness, Golf, and Motorsports. It engages in
exciting collaborations with renowned design brands such as Alexander
McQueen to bring innovative and fast designs to the sports world. The
PUMA Group owns the brands PUMA, Cobra Golf, Dobotex and Brandon. The
company distributes its products in more than 120 countries, employs
more than 10,000 people worldwide, and is headquartered in
Herzogenaurach/Germany. For more information, please visit http://www.puma.com.


With the FENTY label, Rihanna fuses her fierce, independent approach to
music and fashion with the unmistakable, sport-driven design of PUMA.
Fearlessly bold and effortlessly stylish, PUMA BY RIHANNA is performance


Katie Sheptyck