First look at creative director Rihanna's first Puma campaign

Rihanna’s finally treating fans to a glimpse of her debut Puma collection as creative director in the first ad from the highly-anticipated campaign. The sportswear giant brought the 27-year-old on in December, and she’ll also be serving as the brand’s global ambassador for women’s fitness.


Creative director Rihanna’s first campaign for Puma has been revealed

In the black-and-white photo, unveiled on Puma’s Instagram page, Rihanna was the epitome of cool as she showed off her athletic figure, rocking a pair of striped leggings and a jumper tied around her waist, teamed with a long-sleeved cropped sweater that gave fans a glimpse of her enviably toned stomach.

The star completed the look with a pair of sneakers and a visor cap and chose to wear her hair down in tousled waves for a laidback chic look.

The Bajan beauty caused a stir in the industry when she revealed she was at the company’s headquarters in Germany last year, sharing photos on her Instagram account clad in Puma clothing and shoes, as she headed to what has since been revealed as her first creative meeting with the design team.

“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 brand said in a statement, revealing to WWD that she has signed a ‘multi-year partnership’.

Rihanna was named the brand’s creative director in December

It’s not the first time that the Diamonds singer will be designing for a global brand – she has already created capsule collections for the likes of Balmain, Armani and River Island, however this will be her first role as creative director for an international fashion label.

“Signing Rihanna is a fantastic step for Puma,” chief executive director Bjorn gulden told WWD. “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,” he added. “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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