Check Out The New Campaign Video from Puma x Fenty by Rihanna

Taking inspiration from quintessential American high-schools Rihanna delivers peak 90s nostalgia with 2017 personality for her AW17 collection with Puma.

Playing with graphic colour-blocking and exaggerated proportion and an analog sense of cut-and-paste befitting of a 90s themed collection, Rihanna continues to lead the charge in Puma's bid to push sportswear boundaries and narrow the gap between high-end design and athletic wear. Aplomb with an irreverent sense of humour, Rihanna presents her contemporary reimagining of the goths, the skaters, the preps, the nerds, and the mean girls, all majestically interpreted through her inimitable kaleidoscopic fashion-lens.

Never shy in bringing her good girl gone bad identity into the fashion arena, Rihanna rewrites the rule book on collegiate style while Puma legitimises the collection with its engineered sportswear expertise.

The latest Puma x Fenty by Rihanna collection is now available at END.