Rihanna Photo: Getty
We didn't see that coming. Though rumours have been swirling for some time regarding Rihanna and sportswear brand Puma, we assumed they were simply set to collaborate. In fact, Rihanna has today been announced as the label's new creative director.
The singer will "work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio," said the company today. She will also as act as a global brand ambassador, joining the likes of sportsmen Usain Bolt and Mario Balotelli, as well as star in Puma's autumn/winter 2015 campaign.
The Barbados-born beauty is no stranger to the fashion world. Earlier this year she was hailed a Fashion Icon at the CFDA (Council of Fashion Designers of America) Awards, and she has previously starred in campaigns for Balmain, Louis Vuitton, Gucci and Emporio Armani. Additionally, she has co-created her own fast-selling range for British retailer River Island, alongside designer Adam Selman.
Rihanna at the CFDAs. Photo: AFP
The brand, which is owned by fashion conglomerate Kering - also owners of Balenciaga, Saint Laurent, McQueen and Stella McCartney - is hoping the move will boost sales and revitalise the brand image, aligning it with the likes of Nike and Adidas.
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"Signing Rihanna is a fantastic step for Puma," Puma's chief executive officer Bjørn 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. 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."