FENTY PUMA by Rihanna Fall Winter 2016 Campaign

Rihanna’s FENTY PUMA Collection Gets Brought to Life in New FW16 Campaign

For the Fall Winter 2016 FENTY PUMA by Rihanna Campaign, Rihanna collaborated with PUMA to bring in top industry creatives to help bring her vision to reality. With Paris based creative Agency M/M, photographer Willy Vandeperre and stylist Alastair McKimm, the campaign brings the collection to life. Models Fei Fei Sun, Cong He, Sang Woo Kim all bring their attitude to give an edge to the campaign.

“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. 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”. – Rihanna.

Agency: PUMA
Creative Director: Rihanna
Photographer: Willy Vanderperre
Models:  Fei Fei Sun, Cong He and Sang Woo Kim
Stylist: Alastair McKimm