It has been officially announced that Rihanna will be back as creative director or Fenty X Puma for her new collection. The singer initially teamed with the company back in 2015, serving as creative director and global ambassador before stepping back in 2017 to be a full-timer on growing her Fenty empire, including Fenty Beauty and Savage x Fenty. "It's a bit of a family reunion, coming back to Puma as a mom, in a new space, allowed for new perspectives and ideas." Rihanna told Vogue.
Rihanna is back to join forces again with Puma for their latest upcoming release, the Avanti. The Avanti itself comes in a chrome silver and black color made of butterfly soft vintage leather with a long tongue you can fold over-embossed with the Fenty x Puma joint logos. The sneaker also features gum outsoles as a nod to the rooted history and heritage that Puma has with the sport of football.
"Digging into Puma's archives is always incredible, there is so much history and legacy here, and I wanted to honor that by paying tribute to the Avanti. [The King is] the shoe [Brazilian football player] Pelé played in and made very famous, and I know people are looking forward to their return," Stated Rihanna regarding her new collection of Fenty x Puma.
The original Puma King football found its fame on the feet of legends such as Pelé, Eusebio, and Maradona back in 1968. Fast forward to 1978, Puma introduced the Puma Easy Rider as a fresh addition to their running shoe lineup. In 1998, Puma forged a creative partnership with Jil Sander, seamlessly merging elements from both styles to birth the Jil Sander King. These various iterations of the footwear have collectively influenced the design of the Avanti sneaker, which made its debut in 2001.
The Avanti shoe by Fenty x Puma is declared to be available for kids as well as a unisex shoe for adults. As a mother, Rihanna made sure that her collection can also be worn by his kids. "This time around, we expanded our creations to kids, 'cause I selfishly want my boys in everything their dad and I wear or design," says Rihanna.
The Avanti for adult sizing is retailed for $160, $95 for preschool sized and $80 for infants. You can get your hands on these new sneakers by Fenty x Puma starting from September 15th 2023 through Puma.com for worldwide purchase.
(DIP/tim)