Puma just made a social media announcement about the potential resumption of the Fenty x Puma relationship on March 1, heralding Rihanna’s full-on comeback after years of being AWOL from music and fashion.
According to Paper Magazine, the most recent Fenty x Puma line, which was released in 2018, was a huge success and brought in $1B in sales for the firm.
The pop star’s comeback was a secret until March 1, when the business was revealed in a mysterious Instagram post, PUMA announced, “She’s back.”
The relationship is likely to be a success, even though no further information about it has been made public.
The business mogul went on to launch Fenty Beauty, Savage x Fenty, and a luxury ready-to-wear collection named Fenty with LVMH almost simultaneously.
The two parties apparently started working together in 2014, when the celebrity joined the business as its global ambassador for women’s training and women’s creative director. According to Yahoo, Rihanna’s responsibilities included working with PUMA’s internal product creation team, launching a number of fan activations, such as consumer and retail events, training and fitness-related social media content, and product programmes, as well as influencing product collections.
“It’s great to find a brand that celebrates strength and individuality,” Rihanna said in a press statement at the time. “I couldn’t think of a more perfect partner to collaborate with as a creative director. I’m excited for you to see what PUMA and I come up with.”