Rihanna’s Popular ‘Fenty Puma’ Collaboration Is Making A Grand Return

After an already-record year for Rihanna, between playing the Super Bowl halftime show and announcing that she’s having another child with ASAP Rocky, it seems she still has a lot more surprises in store.

via: Vogue

Today, Rihanna announced the return of her Fenty x Puma collaboration with a simple message posted to Instagram: “She’s back.”

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While the musician-turned-mogul’s laid-back announcement may have been predictably Rihanna, the news itself is anything but predictable. Rihanna’s relationship with Puma stretches back almost a decade: first joining the brand as creative director in 2014, she then released a series of sell-out sneakers and staged a number of shows at New York Fashion Week, receiving positive reviews from critics and customers alike. Her most recent collection for Puma was released in 2017, with the collaboration going on an unannounced hiatus while Rihanna pursued other projects.

In 2019, Rihanna launched Fenty, her ready-to-wear line with LVMH, becoming the first Black woman to launch a luxury line with the heavyweight fashion conglomerate; two years later, the brand shuttered amid reports of declining sales. So far, no further details of what the new collaboration with Puma will include—or, indeed, when it will arrive—have been shared publicly.

During her previous tenure at Puma, Rihanna quickly established a handful of style signatures that lent a more playful twist on the athleisure staples dominating the market during the early 2010s, including chunky-soled sneakers, brightly-colored bodysuits, oversized graphic hoodies, and thigh-high boots. While the star enlisted a select group of friends to model for the brand over the years—Cara Delevingne, Slick Woods, and Travis Scott among them—Rihanna was very much the face of the brand and its most effective ambassador. Whether she’ll remain at the center of the Fenty x Puma universe for its reprise remains to be seen.

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