Pop star Rihanna unveiled the first collection in her new line with Puma at New York Fashion Week: The Shows on 12 February. The line bears the 27-year-old's last name, Fenty Puma by Rihanna, and is described as being a mix of Japanese street wear with a gothic undertone. The singer said teaming up with the athletic company was the perfect fit.
"They let me have a lot of room creatively, that was something that I couldn't buy. To be able to express yourself freely in a creative manner it was special and it felt like the right place."
"We use a lot of basic colours, black, white, grey because I wanted to keep it sporty. We step out of the sporty silhouettes at times, a lot of times stepped out of the sporty fabrics. Like this one is jersey on the inside, but it's velvet on the outside."
On the red carpet before the show, the singer described her target consumer: "The Fenty girl, there is no one girl. Any girl can feel like a Fenty girl as long as they enjoy who they are."
Male and female models zigzagged through a mirrored maze and through smoke as haunting music blared from the sound system. White boxer shorts were paired with velvet coats, rain jackets and oversized hoodies. Looks mainly stayed in black and grey hues with crisp white providing balance.
Nearly 150 designers are set to show their 2016 fall/winter collections at fashion week, which will conclude on 18 February.