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SS18; Major Moment | Fenty x PUMA
So….
Normally, I’m not a huge fan of celeb x designer collaborations – see Zayn x Versus Versace, Gigi x Tommy Hilfiger, and of course [Rihanna] Fenty x PUMA.
The reasons being that, while the brand benefits from a high profile muse – one that undoubtedly influences the collection – how much of the design comes from said celebrity?
With their own commitments, jet-setting and whatnot, one has to wonder exactly how involved these stars are in the conception, incubation, and execution of these collections.
Now that is not to say they don’t put in work…and of course, they end up promoting the brand; that in itself is invaluable.
But, is it all just a marketing ploy? Or do they really have something to say on a fashion spectrum?
Rihanna may just be the exception…
Of course, she is revered as a fashion icon. Again, how much of that is her doing versus that of a really talented stylist? But, she does seem to have an eye for the edgy.
This collection oozes danger.
The stage was set with mountains of pink sand and stuntmen dirt bikers; the collection was partly inspired by the X Games.
I love it.
There was an abundance of biker shorts, and scuba-wear [surf style seems to be the new trend – see Cynthia Rowley, Dion Lee], peekaboo swimsuits and motocross inspired utilitarian wear.
With such a healthy helping of separates in vivid colors, this was a massive collection that received an immense praise! And it isn’t really hard to see why!
It’s all in the details…and there are a lot of details!
Towels, bags, visors? There’s something here for everyone.
Riri’s touch can definitely be felt spidering through the collection. I mean, even down to the shoes, there is an urban, experimental edge that the artist is known for.
With my eye on the collections since the partnership was debuted, Rih and the PUMA team seem to have hit their stride.
I’m sure people will be lining up, cash-in-hand when the collection hits stores in the coming months.
Who knows, maybe even I will? Haha.
See the rest of the collection here.
Enjoy!
xx
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