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Rihanna talks to WWD about Puma; mentions new album

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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.

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Events

Rihanna attends the Ocean’s 8 New York Premiere

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Rihanna stars in Ocean's 8 as Nine Ball

This Tuesday (June 5), Rihanna and the whole Ocean’s 8 cast attended the New York premiere at the Alice Tully Hall. Check out photos and videos from Rihanna’s arrival and inside below. For more, follow @rihannadaily on Instagram and Twitter.

After the premiere, Rihanna and the cast headed to the Metropolitan Museum of Art for the after party.

Ocean’s 8 hits theaters June 8th and Rihanna stars as Nine Ball.

The Hacker: @badgalriri. #Oceans8

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The 8 have arrived at the #Oceans8 NY Premiere!

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Photo credit: @Oceans8movie Instagram

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“Work” becomes Rihanna’s 4th music video to reach 1 billion views on YouTube

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Rihanna’s “Work”, which spent 9 weeks at No. 1 on the #Billboard Hot 100, has crossed 1 BILLION views on YouTube!

“Work” is Rihanna’s 4th music video to reach 1 billion views on YouTube, following “Diamonds“, “Love The Way You Lie” and “This Is What You Came For“.

Celebrate by watching again now:

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Beauty

Fenty Beauty complete #BEACHPLEASE collection out now

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The complete Fenty Beauty #BEACHPLEASE collection is out now! Shop the new #KILLAWATTFOILS, Lip Luminizers and Eye Shimmers at FentyBeauty.com, Sephora, Harvey Nichols and Sephora in JC Penney.

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