Street legal. Statement making.
Global cultural icon and style-maker, Rihanna partnered with Puma to launch her first ready-to-wear collection in the fall of 2016. The partnership leveraged Puma's appetite for style-making collaborators and Rihanna's avant-garde street sportswear aesthetic. Inspired by Japanese street culture and a minimal black & white palette, the collection unapologetically reinforced Rihanna's bad girl image, moving Puma's sportswear category somewhere between the runway and city streets. The collection launched across the United States with a series of in-store take-overs at Footlocker (Six:02) and two mega pop-ups on each coast. The pop-up experiences were inspired by the collection's runway show and reinforced the raw and gritty street aesthetic. From metal studded backdrops, to custom-sewn leather walls, the environments were as bold as the collection.