Rihanna, one of the most fashion-obsessed musicians out there today recently scored herself most prestigious fashion title to date: Creative director of the activewear label Puma. Wow! So impressive. I just got this from her social media page (see below):
According to WWD, Rihanna will oversee Puma’s women’s line, and will be highly involved in the design process for both shoes and apparel. The company told the paper that the singer will “work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio,” serving as Puma’s global brand ambassador for the duration of her multi-year contract. Reps for Puma did not immediately respond to our request for comment.
With this year’s meteoric rise of the activewear market and brands taking a sincere interest in the “athleisure” category, Rihanna’s appointment isn’t a surprising strategy for the sporting goods company. In similar moves, Adidas has been working with Pharrell and Topshop partnered with Beyoncé to start a brand new activewear label.
Keeping you posted ONLY from ADELOVE! Stay tuned…