Rihanna has just been named Creative Director of athletic brand Puma, further solidifying her status as the Queen of Sporty Chic. The singer will oversee the brand’s womenswear division, joining former brand ambassadors Usain Bolt and Mario Balotelli. RIri has long displayed a knack for mixing high-end garments with affordable kicks, forming a distinctive style in the process. She was seen this week arriving at the brand’s headquarters in Germany for her first creative meeting with the label’s design team.
It’s rumored that the star will take a “hands-on approach” in her direction during her multi-year partnership. While she is new to Puma, this isn’t Rihanna’s first fashion rodeo. The singer has successfully linked up with brands like River Island, Giorgio Armani, MAC, Gucci and Balmain. She “will work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio,” the brand announced in a statement.
“Signing Rihanna is a fantastic step for Puma,” Bjørn Gulden, chief executive officer of Puma, said. “Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important. Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”
With a CFD Award, a slew of collaborations and now her very first Creative Director position, Riri is well on her way to becoming a fashion powerhouse. Let’s put it this way: If her career in music ever begins to slope southward, she’s very unlikely to starve.