Fashion

Rihanna takes on sportswear as Puma’s new creative director

Could we be entering an exciting new era for sportswear? Badgalriri Rihanna has signed on for one of the top creative jobs at Puma, and we’re expecting some crazy out-of-this-world designs come 2015!
 

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Watch out, Badgalriri is gonna be making her mark on Puma's sportswear! | ©AFP PHOTO/JUSTIN TALLIS

Barbadian singer Rihanna has signed as creative director for German sportswear brand Puma and will work on a women's capsule collection of clothing and footwear.

Two tweets from the singer on Tuesday, December 16, 2014,  indicated that she was in Germany and seemed to suggest that she would be repping the label.

Now a report published in WWD has confirmed the news. In addition to being a global brand ambassador, the 26-year-old "will work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio," the brand told the publication. "Signing Rihanna is a fantastic step for Puma," explained Puma’s chief executive officer Bjørn Gulden who praised "her global profile, her charisma and individuality, her ambition."

Rihanna takes on sportswear as Puma’s creative director instagram screenshot announcement.jpg
Earlier this week, Rihanna snapped a #shoefie of her reppin' her Pumas on Instagram. | ©All Rights Reserved/Instagram Inc. 2014/@badgalriri

Rihanna has previously worked on capsule collections with UK high-street brand River Island (collaborating with her friend, designer Adam Selman). In addition she has also created cosmetics with American beauty brand MAC and has modelled in campaigns for Parisian fashion house Balmain and Italian brand Gucci.

This latest move sees her follow in the steps of fellow musicians like Kanye West, who signed his own lucrative deal with Adidas this time last year, ending his previous collaboration with Nike. Puma has also recently worked with fellow R&B star Solange, who has released a series of footwear capsules with the German sportswear company. -- AFP RELAXNEWS

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