Via a straightforward Instagram post, PUMA confirmed the relaunch of Rihanna's Fenty x PUMA collaboration in only two words.

The specifics of the revived association are being kept mainly under wraps in true "Bad Gal" style, but Rihanna's return to the fashion world is definitely thrilling.

After her final project in 2017, when she launched her own independent luxury brand Fenty and concentrated on other creative endeavors, the long-standing relationship that dates back to 2014 when the multi-talented musician joined the sportswear company as creative director of womenswear came to an end.

"She's back"

The successful singer who returned with a coded message in the classic RiRi style, of course, fell into the headlines like a bombshell. While still reeling from the repercussions of the superstar's successful return to the stage at the Super Bowl halftime show recently, we learned that the Barbadian beauty is expecting her second child. The Fenty x Puma collaboration news that emerged later is an indication that this year will be Rihanna's year again.

She Has Been Silent Since 2017

Rihanna has a long-standing relationship with the German sportswear company Puma, dating back to 2014, when she joined the brand as creative director of womenswear. During her creative directorship, Riri has hosted several New York Fashion Week shows and launched some of the most sought-after sneakers, including 2016's very popular Fenty PUMA Creeper. After the last PUMA collaboration was released in 2017, Rihanna began to devote time to other projects, and the partnership fell into silence for a long time.

Two years later, Rihanna became the first Black woman to start her own luxury brand, Fenty, under the LVMH umbrella. However in 2021, the company allegedly "stopped" its ready-to-wear operations because of declining sales.

Rihanna has succeeded in establishing recognizable design rules for PUMA as its creative director, pleasing both critics and customers. The visionary's collections, which placed a strong emphasis on athletics, frequently featured a variety of chunky-soled shoes, plus-size casuals, and colourful bodysuits, among other cute active-wear variations. With styles committed to a modern aesthetic, the reintroduction of Fenty x PUMA appears to lean more toward Rihanna's idea of inclusivity.