EXCLUSIVE: THE NEW FENTY PUMA BY RIHANNA COLLECTION

At long last the buzzed about FENTY PUMA by Rihanna apparel, footwear and accessories collection is about to hit store shelves. Presented in February during New York fashion week, each look is daring, provocative and brimming with attitude, inspired by the contemporary Japanese street culture and tradition. Rihanna artfully mixed cultural influences with gothic overtones and exaggerated volumes and proportions, blurring the gender line. Great standalones include a ground sweeping Mock Neck Maxi Dress and popular Rising Sun Lacing Sweatshirt and Sweatpant. The Tear Away Track Jacket and Pant, Bra and Lace-up skirt are the perfect go-to solution for fashionistas seeking function in equal measure as fashion. “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,” says Rihanna. “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.” Indeed, every inch of Rihanna’s larger-than-life personality is infused in the line-up certainly not for the wallflower types.