PUMA names surprising designer

Rihanna has signed as creative director for sportswear brand Puma and will work on a women’s capsule collection of clothing and footwear. Now a report published in WWD has confirmed the news. In addition to being a global brand ambassador, the 26-year-old “will work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio,” the brand told the publication. Rihanna’s appointment is a most sensible for the ailing German brand, among the worst performing within the Kering Group.

The move comes as a major reshuffle at several key Kering brands. According to CPP-LUXURY.COM sources, Gucci’s top duo departure Frida Giannini and CEO Patrizio di Marco will be replaced by a less known figure, who will be in charge with both roles (similarly to Burberry). The new appointment will apparently mark a strategic decision to reposition the brand as more affordable.

Rihanna new creative head at PUMA