It’s official: Fenty x Puma is back! Since 2017, the sportswear-meets-fashion brand has been on hiatus while Rihanna concentrates on expanding her Fenty Beauty and Savage x Fenty empires. The brand is a partnership between Puma and the international superstar, who serves as the label’s creative director. But today, Rihanna introduced the Avanti, a brand-new sneaker style that marks the return of Fenty x Puma.
“It’s a bit of a family reunion,” Rihanna tells Vogue. “Coming back to Puma as a mom, in a new space, allowed for new perspectives and ideas.”
Because Fenty x Puma first launched in 2015 with trainers, it makes sense that the company is returning to the footwear market. The brand debuted other well-liked footwear, such as its bent trainers and faux-fur slide sandals, after launching its recognizable Creeper model. The new Avanti release is a conscious return to the sneaker roots of Fenty x Puma, even if the company later expanded into garments and had multiple buzzy New York Fashion Week presentations.
Puma’s King football boot and Easy Rider running shoe are combined in the $160 Avanti sneaker, a hybrid design. Rihanna describes her method as “digging through Puma’s archives is always wonderful.” “This place has a rich history and a lasting heritage, and I wanted to pay homage to the Avanti to honor that. The shoe [Brazilian football player] Pelé played in and made well-known is known as “[The King], and I know that fans are eagerly anticipating their return.”
The celebrity infused the athletic sneaker with stylish accents to refine the overall silhouette and make it feel more RiRi-ready. It has a foldable tongue, an antique leather top (available in black and white or statement silver), and a gum sole. Rihanna, a mother of two, also saw to it that the style was offered in children’s sizes as well (they retail for $95 for preschool sizes and $80 for babies). Because I selfishly want my boys to wear anything their dad and I wear or design, this time around, we widened our creations to include children, says Rihanna.
On Puma.com starting on September 15, the sneakers will be accessible to buyers everywhere. In autumn, there will be a second Avanti release, and the label has a number of further product launches planned. Make a note of the dates!
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