Rihanna Named Creative Director For PUMA


Rihanna plunged into her new role as creative director for German sportswear maker Puma since American Apparel founder Dov Charney was reportedly released for “financial improprieties” and abusive behavior toward employees.

The Barbados beauty visited the company’s headquarters Monday night to pick out colors and fabrics for the upcoming women’s fitness and training collection and begin her first creative session with the design team.

Dressed in a cream ensemble, the fashion icon showed off her talents for mixing chic with sporty as she wrapped pearls over a vintage satin bustier paired with a Yves Saint Laurent hooded sweater, track pants and a new pair of Puma sneakers customized for the occasion.

The 26-year-old hopes to develop existing clothing and shoe styles, while she brainstorms new designs.

“I’m very excited about this. Whether it’s apparel or shoes or accessories, I want to modernize it by highlighting the classics and going from things that make Puma Puma — give it a youthfulness, make it hip, basically [make it] Rihanna,” the singer said. “We can experiment and take risks, that’s what I’m most excited about — the creative freedom.”

The women’s category for the brand accounts for less than 50 percent of current sales, but Puma’s top executive Bjørn Gulden hopes the addition of their new wing-woman will change the statistics.

“Signing Rihanna is a fantastic step for Puma,” Gulden said. “Her global profile, her charisma and individuality, her ambition — all these things make her a perfect brand ambassador for our brand. Rihanna is an icon for the young consumer — male and female. Obviously, the age group between 14 and 25 is what we are all targeting, and she speaks to that. Every research we have done shows her on top of the list.”

Rihanna currently boasts 38.3 million Twitter followers and 14.1 million followers on Instagram.

Do you think this new venture will take Rihanna to the next level in her fashion career? Tell us below.

(Photo Credit: Courtesy of Puma)