Rihanna - More Than Just a Singer

Rihanna, whose full name is Robyn Rihanna Fenty, is a world-famous singer, actress, fashion designer and entrepreneur from Barbados. She was born on 20 February 1988 and has built up huge popularity around the globe.

She began her music career in the early 2000s, when she became known worldwide with hits such as "Pon de Replay", "Umbrella", "Diamonds" and many others. With her extraordinary voice, style and artistic versatility, she has won numerous awards and established herself as one of the most successful artists of her generation.

In addition to her music, Rihanna has also made a name for herself as a fashion designer. She founded the Fenty brand, which is not only known for its cosmetics line, but also for clothing, shoes and accessories. Fenty has been celebrated for its emphasis on diversity and inclusivity and has changed standards in the fashion industry.

Fenty was founded in 2017 and is known for diversity and innovation in the fashion and cosmetics industry. Fenty Beauty, Rihanna's cosmetics line, is particularly famous for its wide range of foundation shades. The sub-label has been celebrated for its inclusive approach to beauty, offering products for a wide range of skin tones. In addition to make-up, Fenty has also launched clothing collections as well as accessories and shoes. This is where PUMA comes in. 

The collaboration between PUMA and Fenty, initiated by Rihanna, resulted in an exciting and innovative fusion of sportswear and high fashion. Rihanna was appointed Creative Director of PUMA in 2014 and used this position to revitalise the brand and bring her own creative influence.

The PUMA x Fenty collections combined PUMA's athletic DNA with Rihanna's own style and vision of fashion. The line included a wide range of clothing, footwear and accessories that were often inspired by streetwear but also had a glamorous twist. The bold designs and eye-catching details found in many of the pieces in the collection became particularly well known.

What made this collaboration so unique was the combination of performance elements of PUMA's sportswear with Rihanna's innovative fashion sense. The collections were often inspired by different influences, from athletic functionality to avant-garde designs.

The Avanti sneaker was characterised by its eye-catching and avant-garde design, which ultimately gave it its name. It combines sporty elements with a touch of high fashion. The distinctive feature of this sneaker is the high collar that extends over the ankle, similar to a boot, paired with sporty lacing and a dynamic design.

The Fenty x PUMA collections, including the Avanti sneaker, have shown how successful the marriage between a heritage sportswear company like PUMA and the innovative style of an icon like Rihanna can be. This collaboration has pushed the boundaries of sneaker design and set new standards for creativity and experimentation in the sneaker world.

However, the Avanti is not the only sneaker created in collaboration with Puma. Rihanna has even designed the so-called Creeper, which combines elements of the classic Puma Suede with a platform sole design, creating a fashionable and eye-catching look. Available in different colours and materials, it is characterised by the velvet and suede upper and the wide, serrated rubber sole.