Fashionado is a fashion and lifestyle brand where readers indulge in a myriad of trending topics from the world of design, art and culinary. Via the FashionadoTV digital platform, Fashionado founder, E. Vincent Martinez, hosts interviews with celebrities, fashion designers, artists and industry professionals.
Rihanna's iconic creeper is finally back. But this time, it's bigger, bolder and phatter than ever. Imagined, designed, and named by Rihanna, the Creeper Phatty takes the classic Creeper to the extreme with an oversized design, stacked gum sole, and bold pops of color.
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Global sports brand PUMA announced a long-term partnership with singer, actress, and producer Selena Gomez who will work with the brand to design product and create marketing campaigns. Selena will start working with PUMA immediately and will first appear in the brand’s newest campaign for the Phenom, an upcoming women’s footwear drop.
“Being part of the PUMA family is very exciting for me,” said Selena Gomez. “PUMA has changed the game when it comes to the mash-up of athletic wear and fashion. It’s amazing to see this influence on style and culture and I’m excited to be a part of it. I am hoping that we can create something special together. We already have some really cool projects in the works.”
Selena and PUMA are a great match, not only because she fits with PUMA’s brand values, but also because of her powerful influence over young women, her integrity, hustle, and drive to succeed. Her work with the brand will be more than simply appearing in a campaign, she will be an active voice for the brand’s consumers. In addition, this partnership includes PUMA and Selena working with and supporting causes close to her heart.
“Selena is authentic, creative, talented, and fearlessly real. She is everything that today’s female consumer is looking for in a role model,” said Adam Petrick, Global Director for Brand and Marketing for PUMA. "In recent days, she has demonstrated just how strong she truly is. With her honesty and openness about living with Lupus, she has provided an incredible example of confidence, poise, and determination for all of us. Selena is a perfect partner for PUMA because she is not afraid of the challenges our world can offer; she fights and perseveres, which is exactly what PUMA is all about. She will not only represent our brand, but she will help to define and enhance our women’s business.”
The brand’s women’s business has been reinvigorated in recent years and they are expecting continued growth in this area.
Photos by JP Yim/Getty Images for FENTY PUMA By Rihanna
Rihanna returned to New York Fashion Week with a dominating force, introducing her latest daredevil FENTY PUMA by RIHANNA collection at the majestic Park Armory among dunes of illustrious pink sand and motocross riders in the air. Bearing witness to the feat is a bold global fashion crowd knocked over by a collection that intersects beach chic with motorsport sexy. Once again, FENTY PUMA by RIHANNA make waves and fuse luxury and sport in a way that only Rihanna and PUMA can.
“This collection is a mix between two worlds: motocross and surf. It was a challenge to bring them together but it ended up being the perfect combination,” beams Rihanna.
True to the FENTY PUMA by RIHANNA DNA, Rihanna continues to play with gender-fluid silhouettes and oversized shapes paired with sexy body-con styles. Perennial collection favorites are reimagined in new seasonal appropriate fabrics and colors. The classic Track Suit is updated with a surf-inspired twist with neon bungee cords and super lightweight rubber coated leather. The iconic lacing leggings were refashioned with bungee cords and cut outs up to there in pop colors from Cherry Tomato, Bae and Evening Blue. Stand-out details include two never-before-seen images of Rihanna in funky executions like triptych and distorted checkerboard overlays featured on best-selling styles like the Crew Neck Long-sleeve Tees, Short Sleeve Tees, and Oversized Hoodies.
Always surprising and unexpected, the collection introduces Swimwear for the first time with curve-hugging mono-kinis and body confident bikinis, perfect for streetwear and pool parties. Swimwear pieces pair nicely with summer apparel must-have’s like Terry Toweling Hoodies, Oversized Graphic Sweatshirts, Basketball and Booty Shorts. The neon hits, wet-looked gel prints, wetsuit pullers and rubber patch details throughout the collection are a nod to throwback surf and extreme watersport culture.
Paying homage to PUMA’s history in motorsport, Rihanna transformed classic performance racing gear into runway-ready looks decked in tech materials such as lightweight leathers, nylon and air tech mesh. Technical race suits and driving pants rendered with checker flag graphics, sporty decals and motorsport gear go from forever faster to forever fashion.
The Creeper gets a makeover with neoprene materials, gravity-defying translucent stacked soles and bungee cord laces. Sexy thong heeled sandals, ankle strap heels and bungee cord lace-up shoes feature a split PUMA cat on the heel. And what’s Spring/Summer without new FENTY slides – this time designed as an espadrille slip-on and a combo leather-neoprene neon pool slide. Deep Forest Green, Triple Black and Golden Beige boots are highlighted with sock-like and bungee cord features and rich supple suede.
Exaggerated Carry-Alls, a metallic puffy Barrel Bag and Surfer Ankle Straps and Chokers are splashed with FentyxPUMA branding. Summer Visors, classic Baseball Caps with branded nylon webbing and rubber coated clips compliment dye cut logo headwear and buckets. The unique Scuba Duffle, an array of Backpacks and a giant Bum Bag round-up the season’s accessories.
The FENTY PUMA by RIHANNA Spring/Summer ’18 collection will launch at lifestyle and fashion retailers worldwide in March 2018.
On March 6, in front of the global fashion community, FENTY Creative Director Rihanna and global sports brand PUMA presented the third installment of the beloved FENTY PUMA by RIHANNA collection. For the rebellious and daring, this season takes inspiration from the halls of FENTY University, paying homage to the kids gone rogue, who hit honor roll and serve detention in style.
Amongst the bookshelves of Bibliothèque Nationale de France, Rihanna and PUMA brought to life the collection muses: Classic American social circles and cliques – Nerds, Jocks, Skaters, Preppies, Goth kids and of course, Bad Gals. Models charged on top of library tables and overlooked from the balconies. The collection spoke to the FENTYxPUMA signature oversized look and featured unexpected, sexy styles with gender bending pieces and over-the-top school frocks. With inspiration stolen from school gymnasiums and chic locker room attire, the Autumn/Winter season includes coach’s jackets, soccer jerseys-turned dresses, uniform style skirts, velour and poly track suits, bodysuits, cropped and oversized polo shirts, baseball tees and much more. With bespoke collegiate and high school style graphics, the FENTY Class of 2017 was in high session.
“When I was in school, it was always my dream to be able to dress up in whatever I wanted,” said FENTY Creative Director, Rihanna. “But in Barbados it was mandatory to wear a school uniform, so I had so much fun this season creating these "Back to School" inspired looks, and I'm honored to present the collection in such a majestic national monument.”
The collection took the crowd back to the halls of their respective high school and colleges. Chunky hand-knit sweaters were showcased in plaids, chenille PUMA Cats and varsity F’s adorned rib knit sweaters and dresses. Outerwear in all shapes and sizes ruled this season with a wide selection of FENTYxPUMA coats in faux shearling, faux furs, ultra-suede and technical nylon. Rihanna once again reinterpreted the traditional hard lines of sport by breathing new life into uniforms, track suits, tops and bottoms with technical sport fabric and fashion touches. Sexy school girl skirts and cheerleader style fashion corsets brought the audience to full attention. Detention hall never looked so good.
Signature branding details were featured throughout such as Rihanna’s lucky number 13, her birth year 1988, the FENTYxPUMA piercing zipper and FENTY PUMA branded buttons and trims. Unique patches, hardware and sporty taping gelled the collection’s sport theme even further.
New evolutions of the infamous PUMA Creeper were reimagined with stacked soles and ankle straps. New heels, translucent wedges, wellies, high knit styles and over-the-knee boots never failed to impress the student body. Oversized teddy bear bags, puffer-inspired hats and accessories, vanity cases and envelope bags were adorned on the arms of this season’s models, who were also styled with a selection of warm and stylish trappers, caps, balaclavas, hoods, beanies, durags and ivy league style scarves. Collegiate chokers kept models in check using silk tie and varsity jacket style collars.
The footwear, apparel and accessories collection presented in Paris will launch at retail stores worldwide in Autumn 2017.
Global Sports Brand PUMA launches their women’s campaign ‘DO YOU’ which aims to inspire confidence in women everywhere. As part of this campaign, PUMA announces they will be working with international model, actress, and activist Cara Delevingne. She joins PUMA’s growing list of influential female ambassadors including Rihanna, who served as the campaign’s Creative Director.
“To ‘DO YOU’ is to take ownership of yourself and finding the power within that ownership —it's a very powerful statement,” says Cara. “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.”
Cara embodies the PUMA Woman. She is fearless, always finding new ways to express herself and use her body as a catalyst for conversation. Her unapologetic attitude and inspiring defiance of the status quo will set the tone for this campaign. She leads the pack of strong women appearing in this campaign, including Mimi Staker and Olivia Boisson of the New York City Ballet, German track and field athletes Alexandra Wester and Tatjana Pinto, and Cuban volleyball players Leila Consuelo Ortega Martinez and Lianma Flores Stable.
The campaign was inspired by Rihanna who once said “I dare myself to make things work. I don’t do things for the response or controversy. I just live my life.” The campaign inspires women to stay true to themselves, make their own rules, and never take ‘no’ for an answer. It creates a conversation that encourages women to be confident, motivated, and never willing to compromise on anything from their personal style to their workouts to their life. Given Rihanna’s own belief on this message, it made perfect sense to bring her on board with PUMA to creative direct the campaign featuring Cara.
The ‘DO YOU’ campaign launches this month with a cross-category product assortment dropping through December from PUMA’s Running & Training and Sportstyle collections. Cara will be featured in outdoor advertising, PUMA stores and retailers, and PUMA.com.
Abel Tesfaye a.k.a. The Weeknd has partnered with PUMA as a new Global Brand ambassador and creative collaborator. The Academy Award nominated, Grammy-winning artist, lyrical genius, and style icon will bring his unique creative lens to PUMA collections. The title track from his next album, “Starboy” featuring Daft Punk broke the record for “Most Release Weekend Streams Ever” upon its release. In less than a week, the single amassed over 17 million streams globally and 6.5 million streams in the United States, becoming #1 Most Added at Top 40, Rhythm, Urban, and Hot AC.
His laidback, streetwise style and swagger make him the right fit to headline PUMA’s latest Sportstyle campaign, ‘Run The Streets’ which launches in November. The campaign, which was shot in LA and Toronto by photographer Mark Seliger, will be seen in PUMA stores and digital channels worldwide. The Weeknd will rep PUMA’s latest Sportstyle products, including IGNITE evoKNIT and IGNITE Limitless footwear as well as Evo Apparel.
With ‘Run The Streets’, PUMA creates a campaign platform for street savvy product that’s infused with technology. The campaign speaks to true individuals who own their looks and the moment. The Weeknd embodies this attitude. Growing up in Toronto, the city has long-been his source of inspiration, and his hustle in the music industry reflects the ‘on the go’ lifestyle of the campaign.
This new partnership will also include a collaborative collection of sneakers and apparel designed by the Weeknd. The exclusive collection is a fusion of PUMA’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen in his label, XO. Expect this range to be released in 2017.
PUMA has released the latest edition to its DISC footwear franchise, the futuristic looking metallic silver BMW X-CAT DISC. Designworks, a BMW Group subsidiary, looked to PUMA to develop the special fabric applied over the metal chassis. Through this collaboration, Designworks led the design process for the ultramodern PUMA X-Cat concept shoe inspired from the revolutionary concept car with a seamless material outer shell.
This striking shoe showcases PUMA’s reinvented DISC technology, which provides ultimate comfort and a snug fit. Originally launched in 1991, the system worked as the disc rotated, pulling internal wires that tightened the upper for a comfortable fit. The new DISC system is lighter and smaller with only five parts. It’s quicker to turn and the smooth internal wire system that wraps and secures the upper is faster to tighten.
The outer of the shoe features a silver stretch fabric, resembling the metallic material used on the car and modified for footwear use. As the shoe opens and closes the form of the shoe transforms, as does the car. The shoe’s silver material sits over the DISC closure system and when tightened the wires are revealed under the material. Finishing touches included a laser cut upper across the front of the shoe, inspired by gill like texture that appears on the car when its doors open. PUMA’s iconic formstripe runs on the outer of each shoe in a reflective print and BMW’s logo features on the DISC.
Fashionado is a fashion & lifestyle brand where readers indulge in a myriad of trending topics from the world of fashion, design, art and culinary. Via the FashionadoTV digital platform, Fashionado founder, E. Vincent Martinez, hosts interviews with celebrities, fashion designers, artists and industry professionals.
EVM FILMS VIDEO PRODUCTION
