Fenty X Puma released their Spring/Summer 2018 collection on March 15, 2018 and it is filled with sizzling colors, mesh, and our favorite accessories.
The collection is perfect for summer and it features netting details, bright colors, and our season’s favorite: the fanny pack. The campaign was shot in the desert and it includes familiar faces like Slick Woods that Rihanna used in her Fenty Beauty campaigns.
Rihanna has been collaborating with Puma since 2014 when the German sneaker brand named the princess of pop as the creative director of their women’s collection. At the height of the anticipated release of the 2016 collection, Puma saw sales increase by 23% as more women (no doubt swayed by Rihanna’s collaboration with the brand) bought into Puma.
The following year, profits jumped by 92% and even Puma CEO, Bjørn Gulden, had to admit the success of their collaboration with Rihanna: “For the first time in the PUMA history, we achieved sales exceeding €1 billion EUR (approximately $1.1 billion USD) in a quarter.”
This marks another success of the partnership between the fashion and music industries. Instead of social icons releasing their own fashion lines, it is beneficial to them and their proposed fashion partner to work together as opposed to being competitors in the same industry. This way, the fashion brand is able to draw new customers from a demographic that otherwise would have been unreachable, or that they would have had to spend millions of dollars in marketing in an effort to modify their brand DNA to reach this new audience. In return, the musician gets to expand their creative portfolio into the fashion industry; and this time, instead of passively participating as a model wearing the clothes of fashion houses to music awards and for performances, they themselves get to be part of the creative behind-the-scenes.