Rihanna announces the release of her S/S17 collaboration with mega-brand Puma at Paris Fashion Week. WGSN contributor Richelle Cyrus reports.
It’s a busy fashion month for Rihanna. Fresh from her pop-up stores in New York with her Puma line, she’s headed to Paris Fashion Week.
The show is set to take place on Wednesday September 28 and thankfully Riri has kept all her fans in mind by making sure the presentation is available for viewing via live stream on TIDAL (no subscription required).
The catwalk location makes a change from earlier this year, when in February, Rihanna created a huge buzz in New York City and on social media with her first ever runway show for Puma. But as she shared on Instagram, this time around Paris just makes sense. Speaking to her 44.2 million Instagram followers, the singer shared that she felt “the theme and concept was best suited for one of [her] favourite cities, Paris”. Bringing her statement Riri coolness to the brand, Puma has seen an upsurge in sales and a more authentic connection with female consumers since Rihanna came on as creative director in 2014.
And in the run up to the show next week, in her role as Creative Director at Puma, Rihanna has been teaming up with her friend model Cara Delevingne, directing her in a new Puma campaign. The “Do You” Puma campaign is all about inspiring confidence in women everywhere.
Commenting about the campaign Cara, who just signed on as a Puma Woman ambassador, said: “To ‘DO YOU’ is to take ownership of yourself and finding the power within that ownership —it’s a very powerful statement. It’s about accepting who you are, no matter your faults. ’DO YOU’ is about finding your truth and sticking to it. I think it’s so special because it means something different for everyone. It specifically encourages people to be themselves.”
That’s a campaign tagline we can get down with.