Puma and Rihanna preparing a show for New York Fashion Week

By

Olivier Guyot

Published
Dec 9, 2015

The stars of R&B continue to steal the show at New York Fashion Week. After Kanye West, backed by Adidas, it's now Rihanna's turn to announce a show marking the presentation of her future collaboration with Puma. The singer has revealed that the event will take place on 12th February at 8 pm.

In the last few seasons, Puma worked on a return to its original sports vocation, but this collaboration with Rihanna is proof of the brand's renewed efforts in the 'sport style' segment, and shines the spotlight on Puma's fashion collections.

In order to strengthen its image in this niche, Puma is also developing collaborations with independent labels. The brand recently released the latest models created with British label Trapstar London. They consist of a nubuck and leather version of the Disc Blaze shoe and also a tech tee-shirt called 'Goalkeeper'.

Puma also signed a remarkable capsule collection with Japanese label A Bathing Ape, a.k.a. BAPE. The collection combines design codes from football and streetwear and is made up of football tee-shirts, jackets, hoodies and shorts in camouflage motif. The line also features an R698 shoe, and versions of the Blaze and Disc Blaze shoes.

The collections are initially available in Puma stores, and then distributed in targeted retail outlets.