FENTY | Flat base decoded
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The first FENTY PUMA by Rihanna collection was shown at NYWF this past February. The show was fuelled by environmental elements and a mood-inducing energy. Frostbitten models walked the runway with a bold chill. Much like Rihanna, this collection is nothing short of unexpected, with a full collection of footwear, apparel and accessories for both men and women.

“This collection is not only a representation of who I am and how I dress, but also pushes the boundaries of what I wanted to create with PUMA” said PUMA Brand Ambassador and Women’s Creative Director Rihanna, “I wanted to take PUMA to a new place with something unpredictable and unexpected. It's Japanese street culture with a haunting twist. I played with texture and silhouettes and all of the fabrics are luxurious. I reinterpreted the traditional in my way. I'm looking forward to sharing the collection with the fashion community and fans.”

The futuristic FENTY trainer hits PUMA SELECT in Cape Town, Bree Street and Johannesburg, Braamfontein, as well as X–Trend. Rihanna’s anticipated Fur Slid will launch in April and the infamous PUMA CREEPER returns in May with updated colour ways.

Rihanna drew inspiration from today’s Japanese street culture and tradition for this first full season collection since partnering with PUMA in December 2014. Mixing that cultural influence with gothic overtones and exaggerated volumes and proportions, the fashion icon challenged the traditional male and female silhouettes and blurred the lines between genders that are often times too rigid for her fashion tastes. Rihanna introduced styles such as a ground-sweeping Kimono Robe, Tear Away Tricot Track Suits, an attitude punched Lace-Up Jersey Corset, dresses and bodysuits. In her first collection, she played with shapes creating exaggerated long sleeve tops and jackets and voluminous hoodies and crew necks. Many apparel silhouettes play with laces, running up and down the pieces for an added edge. Outerwear styles, like the Velvet Bomber Jacket, serve both the fashion hungry and the function-needy. Each piece embodies a sexiness with a tough-as-nails attitude.

A PUMA collection is never complete without footwear. As a follow up to her beloved PUMA Creeper launch, the AW16 collection ranges from show-stomping boots to sporty heels to training sneakers. An exaggerated over-the-knee Eskiva boot laced up on some of fashion’s top models turned heads on the runway.

The PUMA by Rihanna Accessories range features an over-the-top Bomber Jacket Bag, the Fur Waistbag fit with two pockets for you and your boo and fashionable durags, caps and headwear, chokers and veiled sweatband all to perfect the look.

Keep a look out for our local PUMA ambassador, Nomzamo Mbatha looking next-level fresh and stylish on the night.

The AW16 PUMA by RIHANNA collection, under her FENTY label, includes a mix of fashion and lifestyle apparel, footwear and accessories and will be available at retail stores beginning September. For more information, visit puma.com, rihannanow.com or join the conversation on Twitter by tweeting @PUMASouthAfrica.

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