Rihanna flew in to Puma’s headquarters on Monday night for her first creative session with the design team, picking out colors and fabrics, discussing styles and the line’s overall direction. As part of a multiyear partnership with the activewear firm, Rihanna will tackle Puma’s fitness and training line, which includes apparel as well as shoes, “design and customize classic Puma styles and create new styles to add to the Puma product portfolio,” the company said.
“I’m very excited about this. Whether it’s apparel or shoes or accessories, I want to modernize it by highlighting the classics and going from things that make Puma Puma — give it a youthfulness, make it hip, basically [make it] Rihanna,” the singer told WWD, while taking a short break from countless meets and greets with the German activewear brand’s managing board and the hundreds of employees who gathered to snap a few pics of the affable performer. Calling her new assignment “a little bit surreal,” the singer vowed “to come up with cool things that don’t even belong in Puma.” “It could even be down to suspenders,” she laughed. “We can experiment and take risks, that’s what I’m most excited about — the creative freedom.”
WWD: What’s the first thing that pops to your mind when you hear Puma?
Rihanna: My childhood. Some of the first sneakers I owned were Puma, and I wore them to death, until they had holes in them. They were sleek running shoes, I had them in pink with the black Puma stripes on the side. They also made them in Jamaican colors and so in the Caribbean it was like: What? Jamaican colors? That was the it-shoe in Barbados — if you didn’t have those, [that was it]. You know how kids are.
WWD: How many pairs of sneakers do you own, and do they outnumber your stilettos?
Rihanna: I have too many [sneakers] if that’s even possible; they are mostly in storage now. [Rihanna catalogues all her performance looks in a 4,000-square-foot storage unit, of which roughly 1,000 square feet is dedicated to shoes.] They are probably on par with my stilettos. I love a heel but recently I’m tending more to sneakers. Being in the studio, traveling, touring — you cannot do that in heels, unless you are Posh Spice [she laughs]. She is in the airport with four kids and she gets it done. She is so legit’.
WWD: How does music, your core activity, relate to fashion?
Rihanna: Music and fashion go hand in hand. I think music inspires all types of arts; it inspires life, emotion, mood, and all of those things are reflected in my fashion and my style. One doesn’t go without the other.
WWD: How serious are you about your designing career? Are you ready to take it deeper?
Rihanna: I love designing. I’ve always enjoyed it. The thing I love most is the unexpected result between my brand and theirs, the combination, the marriage — it’s like having a baby, you put two things together and all of the sudden it bursts into a new thing. It’s life. At River Island I was able to see stuff come to life, draw up an idea from scratch, and that made me want to take on a bigger challenge. And MAC was an amazing experience — from creating packaging to going through textures. I would love to do cosmetics, because I love beauty: choosing colors, creating shapes. It’s like painting, you just get to play. The same way I treated MAC, I will attack Puma.
WWD: What’s next for Rihanna in 2015?
Rihanna: Releasing an album. I don’t know when exactly, but you will know when I know it.
Read more at wwd.com.
After a secret photoshoot in Tampa, Rihanna flew to Herzogenaurach, Germany, to sign her contract as PUMA’s global ambassador for Women’s Training — read all about it here. According to JustJared.com, When asked how involved Ri will be in the design process, she responded, “I’m going to be all over this. Gotta make [Puma] the sh– again!” And when asked about the actual footwear, Rihanna only had one stipulation: “No wedges! That’s my only rule.”
Today, PUMA and Global Cultural icon Rihanna, announced a new multi-year partnership, kicking off in January 2015. Rihanna will become PUMA’s global ambassador for Women’s Training and serve as the PUMA Women’s Creative Director, bringing her styling sensibilities and innovation to PUMA’s collections. Embodying everything that PUMA stands for, Rihanna’s unstoppable spirit, creative energy and prowess both on and off the stage, make her the perfect representation of the PUMA brand.
Through this partnership, Rihanna will be the face of PUMA’s Women’s Training category. Fans can anticipate PUMA and Rihanna taking a fresh, forward thinking and non-traditional approach to sports, fitness and lifestyle – fusing Rihanna’s personality, love of sports, spirit and style into the growing footwear and apparel segment. No stranger to breaking the mold with beauty, fashion and lifestyle trends, Rihanna, with PUMA’s support, will bring her personal touch and creativity to the athletic world.
Rihanna will also assume the role of PUMA’s Creative Director for the category, directly influencing product collections as early as 2015, and working in partnership with PUMA’s Internal Product Creation team. These collections will be designed with the goal of strengthening women in training sessions and beyond, and inspiring confidence in their bodies and themselves – the exact confidence for which Rihanna is so well known and celebrated. As part of her role, Rihanna will work with PUMA to design and customize classic PUMA styles as well as create new styles to add to the PUMA product portfolio.
Speaking about the new partnership with PUMA, Rihanna said: “It’s great to find a brand that celebrates strength and individuality. I couldn’t think of a more perfect partner to collaborate with as a creative director. I’m excited for you to see what Puma and I come up with.”
Rihanna will play a starring role in PUMA’s brand campaign, Forever Faster and be featured along with many of PUMA’s world-class athletes such as Usain Bolt and Sergio Aguero. PUMA and Rihanna will launch several fan activations throughout the partnership around the world such as consumer and retail events, training and fitness related social media content, and product programs.
Rihanna was spotted in Tampa today (December 15) on the set of an unknown photoshoot at the top of the Florida Aquarium. Aquarium officials aren’t allowed to Talk That Talk about what the Ri was doing because of their strict non-disclosure agreements they were all made to sign. Click here for photos.
Rihanna was seen in a brand new hairdo which she previews earlier today on Instagram.
The pop singer appears in the trailer for MoonQuake Lake, playing a reptilian character opposite the corny-twosome of That ’70s Show alumni Ashton Kutcher and Mila Kunis. Don’t expect MoonQuake Lake to hit a big screen near you, because the movie doesn’t even exist. And it’s just a well, because the mock-up looks like the lamest bits of Twilight and V thrown together with a dollop of creamed-cheese on top.
The trailer for the faux-film exists to appear in the Annie remake. Kunis and Kutcher will also show up in Annie playing the actors Andrea Alvin and Simon Goodspeed. Check out the official fake movie website.
Here’s what you’ve all been waiting for, Navy! Thanks to JustJared.com (check out a picture of him with Ri here) we now watch all of Rihanna’s performances alongside a full orchestra at her 1st annual Diamond Ball benefiting The Clara Lionel Foundation. Watch below:
Pour It Up
You’ve already seen the pics and videos (if not – scroll down). Now it’s time to see what other news sources say about Rihanna’s first Diamond Ball. We’ve put together for you some of the best articles.
Sparkle Off: Rihanna vs. Kim Kardashian at the First Annual Diamond Ball / Elle
Way to go, RiRi: On top of everything else the singer juggles (her career, her wardrobe, being awesome, etc.), Rihanna held her very first benefit last night. Called the Diamond Ball.
Rihanna Stuns In Sleek Ponytail & Marsala Lips — Get The Look / Hollywood Life
Marsala is the color of the year, and Rihanna totally owned this seductive shade! The 26-year-old pop star Shined Bright Like A Diamond at the first gala for her charity, The Clara Lionel Foundation.
Rihanna Looked So Good At The Diamond Ball She Has Us Questioning If She’s Even Human / MTV
When I saw these photos I actually said—aloud, to myself—”Is Rihanna even real?!”
Rihanna Like You’ve Never Seen Her Before on the Red Carpet: See Her Jaw-Dropping Look! / US Magazine
The Barbados-born singer stole the show. If her evening gown wasn’t breathtaking enough, the singer also flattered in an eye-catching diamond necklace with a huge ruby pendant by Chopard and other baubles by Chopard and Repossi.
Brad Pitt had a fun time introducing Rihanna’s performance last night at the singer’s inaugural Diamond Ball charity gala in Beverly Hills.
With a photo of a young RiRi flashing on large screens adjacent to the stage, Pitt said with his tongue firmly planted in his cheek, “I’ve often asked the very questions you yourself are asking right now—what the f–k went wrong?
“I give you exhibit A,” he said. “Look at the young girl before you, all full of hopes and dreams, living a humble existence in Barbados, her whole life ahead of her.”
Pitt said Rihanna landed in New York City at just 16 years old, but “soon fell in with a bad crowd led by the dubious and nefarious character known as The Jay Z.”
“For those you not in the know, The Jay Z was an evil impresario known for turning out hit records and ripping insane lyrics and fresh beats,” he said as the room erupted with laughter. “Needless to say it was all downhill from there.”
Pitt didn’t stop there…