As one of the most marketable celebrities in the world, whatever Rihanna puts her name on turns into profitable gold. Her creative director role at Puma has already helped the sportswear brand see a better sell-through of its products and increased sales over the seasons, but the drop of Fenty Puma's debut ready-to-wear collection will truly prove just how much of the pop star's sartorial influence resonates with consumers.
Read on for everything you need to know — from retailers stocking the line to in-store appearances from RiRi herself — before it goes on sale on Tuesday.
Though Puma is primarily a sports apparel brand, Rihanna's designs lean more towards avant-garde streetwear, inspired by Japanese culture with a Hot Topic twist. The result? Exaggerated silhouettes in a minimal color palette, like oversized hoodies, wide-legged track pants and cropped raglan shirts with extra-long sleeves in black, white and gray.
The Monthly Drops
Starting this month, a variety of apparel, footwear and accessories are expected to go on sale, including mock neck maxi dresses, tearaway track jackets and matching pants, as well as lace-up bras, pencil skirts, sweatshirts and sweatpants. After that, expect a new release of products every month through December.
In addition, Fenty Puma will introduce new creeper styles, the much-hyped sneaker heels from the runway show, mesh and bandana caps and a lace-up backpack. Click through the gallery below for a sneak peek of the goods.
Mark your calendar for Wednesday, Sept. 7, when the first drop of Fenty Puma hits Puma stores and select fashion retailers, such as Bloomingdale's, worldwide. The day before (Sept. 6), the collection will be exclusively available at Puma.com (12 p.m. EST), Bergdorf Goodman (12 p.m. EST online and 3 p.m. EST in-store) and Foot Locker fitness boutique SIX:02 with Fenty Puma by Rihanna pop-up shops in New York City (125 West 33rd St.) and in Los Angeles (8380 Melrose Ave.), which will open at 3 p.m. EST and 12 p.m. PCT, respectively.
To coincide with the pop-up shops, thousands of SIX:02 keys are hidden throughout NYC and LA. If you find one, bring it to SIX:02 for a chance to win a gift card, Fenty Puma gear or concert tickets. Additional SIX:02 locations around the country will also get in on the fun on Wednesday with "all Fenty, all day" activations, according to Footwear News. The first 100 customers at those pop-up shops will also receive a lucky key for more Fenty Puma prizes.
The Rihanna Appearances
If you happen to be in New York City on Tuesday, Sept. 6, Rihanna will be making a few appearances to support the launch. Find her at Bergdorf Goodman for a private shopping event and at the SIX:02 pop-up shop. Though Bergdorf Goodman is strictly for VIP customers, SIX:02's event will be open to the public (with limited capacity), so we suggest getting there well before doors open.
What's a highly anticipated fashion line without an eye-catching ad campaign? For Fenty Puma's debut, Rihanna collaborated with Parisian creative agency M/M, photographer Willy Vandeperre and stylist Alastair McKimm to visualize her fall 2016 collection. Models Fei Fei Sun, Cong He and Sang Woo Kim are the chosen faces for the campaign. Watch this space — we'll be sure to post the campaign in full once it's officially unveiled.
Update (9/6/16): The campaign has arrived, along with a behind-the-scenes video, which you can view in the gallery below.