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Puma – The Trainer – Behind The Scenes

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Take a look behind the scenes with Rihanna and PUMA at a photoshoot for The Trainer – Rihanna’s take on a traditional work out sneaker with a fashion-forward and futuristic flair. An all-new PUMA silhouette, The Trainer is a fearless sneaker with exaggerated proportions. Designed to draw attention, push boundaries, and change the footwear game, The Trainer is a step into the future.

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Fashion

SS18 Fenty PUMA by Rihanna collection out now

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The Spring Summer 2018 Fenty PUMA campaign is here! Get it now at PUMA.com/Rihanna.

The SS18 #FENTYxPUMA campaign is here! Get it at PUMA.com 🔥

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Watch the fashion show below:

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Awards

Rihanna nominated for 2017 Fashion Awards

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The nominees for the 2017 Fashion Awards in partnership with Swarovski have been revealed ahead of the December 4 ceremony at London’s Royal Albert Hall.

“These designers and brands were chosen from hundreds of international names and they represent the most creative talent and innovative businesses of the year,” BFC chairwoman Natalie Massenet told press at this morning’s briefing.

Rihanna is nominated for Urban Luxe Brand:

Fenty Puma by Rihanna
Gosha Rubchinskiy
Off-White
Supreme
Vetements

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Fashion

Rihanna attends Fenty University pep-rally

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The second floor women’s department of Bloomingdales in midtown New York City transformed into a Fenty University pep-rally on Friday (Oct. 13) for Rihanna. Hundreds of Rihanna and fashion fans showed up — after relatively short notice — for the Fenty x Puma pop up shop featuring the singer’s Autumn/Winter ‘17 collection. The ready-to-wear line premiered earlier in March during Paris Fashion Week.

ISSA #FENTYxPUMA SQUAD 🖤💙💛 class of ‘17

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Alongside sweatpants and crop tops, some hot items available for purchase included shoelace-stringed beanies coming in black or navy, black backpacks with Rihanna’s birth year 1988, and flannel patterned caps. Side displays featured the signature creepers and suede sliders alongside the latest ankle-strapped sneakers. But the highlight of the display were teddy bear shaped backpacks with the letter “F” embroidered center.

Waiting for Rihanna’s arrival, DJ Pedro warmed up the crowd with a slew of hits by Future, Travis Scott, and The Weeknd. As time passed, eager fans (and employees needing to clock in) started asking the whereabouts of the superstar designer — a security guard mentioning “she’s still stuck in traffic.” At one point, the DJ triggered a false alarm of “she’s here’s” when he cued “Wild Thoughts.”

😍 #FENTYxPUMA

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Finally at 1:15pm (the event was originally scheduled to end at 1pm EST), The Marching Cobras of New York, a local youth marching band, came out to perform a rendition of Cardi B’s Hot 100 hit “Bodak Yellow.” Rihanna strutted off an elevator right behind them wearing a long sleeve flannel with a shoelace, zipper, and corset-fit finish, baggy blue sweatpants, and white creepers.

Standing center stage underneath an arch of yellow and red balloons, the “Queen of Fenty University” greeted her fans: “I never went to University, but if I did I would want it to be this lit!” In a matter of a few minutes, she thanked Bloomingdales and Puma before posing for pictures.

🌟 Rihanna’s entrance at #FentyUniversity #FENTYxPUMA @bloomingdales @fentyxpuma

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