Rihanna is the new creative director of Puma
There's no denying that Rihanna is one of the most fashion-obsessed musicians out there today, and the industry is not shy about returning the affection.
Not only was RiRi honored with the Fashion Icon Award by the CFDA this year, but she was also the Spring 2014 face of Balmain and Vogue's March 2014 cover girl. She's created a cult-favorite range for British brand River Island, released a best-selling line of cosmetics for MAC and sat front row at some of Fashion Month's most buzzed-about shows, including Edun, Altuzarra, Chanel and Alexander Wang.
Now the singer has scored her most prestigious fashion title to date: Creative director of the activewear label Puma.
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.
Puma, which is owned by luxury conglomerate Kering, has been struggling to revive the brand for years - it's aiming to become a full-on lifestyle and performance brand in the way that competitors like Nike have - and this celebrity endorsement might be just the thing it needs to boost sales and awareness.
Rihanna hinted at her new gig on Instagram on Tuesday, and we're willing to bet that digital marketing will be one of her main duties as Puma's creative director. "Signing Rihanna is a fantastic step for Puma," the company's CEO Bjørn Gulden told WWD. "Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand."
We're thinking her 14.1 million Instagram followers and 38.3 million on Twitter don't hurt, either.
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