Puma has released its first Fenty by Puma campaign featuring Robyn Rihanna Fenty. The visual includes a preview of apparel from the upcoming unisex collaboration which includes kid’s clothing and shoes. In the spot, Rihanna also includes a Fenty Beauty product placement, leading us to wonder if Rihanna won’t tie the two brands together this time around.
Until this video, the brand hasn’t shown any items from the collection, however, Rihanna has been spotted in street style photographs wearing Puma’s King Avanti and Suede silhouettes. She also previewed a black patent leather Fenty by Puma sneaker on her first-born son, RZA. (Since then she’s gone on to have a second son.)
We have heard rumors A$AP Rocky (real name Rakim Mayers) will be a part of the effort. Whether his role will be limited to campaign images or will include his input on designs isn’t known.
In its most recent earnings announcement, the brand announced, “The first Fenty x Puma product will drop in the market in September this year and showcase Rihanna’s point of view on the terrace trend,” a reference to retro soccer shoes.
This is the second go round for Puma and Rihanna with a highly successful partnership that kicked off in 2014 and lasted for three years. Providing a nod to her first collaboration with Puma, the audio in the campaign is pulled from an interview with Vogue editor Hamish Bowles in which she announced she was closing out her partnership with Puma.
Check out the campaign below.