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Rihanna Named Puma's New Creative Director

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One of the biggest fashion trends of 2014 has been chic yet functional activewear—you know, clothes that you actually want to wear out on the street after hitting the gym. And celebrities have been happy to lend their cred to the trend (see: Carrie Underwood Announces New Fitness Line). But Puma might have just one-upped all the fashion-meets-fitness wannabes out there: They just hired Rihanna as their new creative director.

Yes, Rihanna, wearer of the infamous “naked dress” and winner of the CFDA’s 2014 Fashion Icon Award. According to WWD, Rihanna flew to Herzogenaurach, Germany, yesterday to meet with the design team at Puma’s headquarters. As the head of the brand’s women’s line, she’ll “work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio,” the company said today in a press release.

Don’t think this is just a one-off for publicity—Rihanna (who has also collaborated with River Island, MAC, Giorgio Armani, Balmain, and Gucci) has signed on for a multi-year partnership that not only gives her a hands-on role in planning Puma’s fitness and training lines (apparel and shoes), but makes her the company’s global brand ambassador and the face of Puma’s ad campaign for fall 2015.

Not surprisingly, the star is psyched about her new gig; she’s been posting Puma pics on Instagram all day. And we’re pretty pumped to watch her breathe new life into a classic fitness brand—we’re thinking leather accents, lots of cut-outs and more than a few spandex pieces. Our only question is, is it too soon to put these on next year's holiday wish list?

 

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