GENERAL

Rihanna is New Creative Director at Puma

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It’s official, Rihanna has been named Creative Director at Puma.  She will be responsible for overseeing the design process in the company’s womenswear collections.  The star, who has collaborated with other brands before (Armani, River Island), is known for her daring personal style and edge.   “Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand,” said Bjørn Gulden Puma’s CEO   It will be interesting to see how she approaches working with such an iconic athletic brand.

In a statement today Puma said, “Rihanna will work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio.”  The contract is a multi-year deal which will allow the singer to have a hands on approach when working with the women’s fitness and training apparel collections along with footwear.  Gulden,  went on to say that it was important for them to find a partner who was inspiring for their women’s products. “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.”

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