Puma and Rihanna have officially launched the Fenty Puma by Rihanna Autumn/Winter '16 collection. Looking East, specifically Japan, for inspiration, Rihanna channelled the street culture from the land of the rising sun into her debut Puma collection. The ad campaign, shot by famed photographer Willy Vandeperre, stars Fei Fei Sun, Cong He and Sang Woo Kim who all bring the Oriental flair and style to the Asian-inspired collection.

 AW16 Fenty Puma by Rihanna


With a full suite of apparel, from the mock neck maxi dress to the rising sun lacing sweatshirt to the tear away track jacket, fans can expect contemporary cuts that remove the gender barriers in fashion. Also available are complementing accessories such as the sneaker heels, mesh and bandana cap as well as the lace up backpack.

AW16 Fenty Puma by Rihanna

"This collection is not only a representation of who I am and how I dress, but also pushes the boundaries of what I wanted to create with Puma" said Rihanna, "I wanted to take Puma to a new place with something unpredictable and unexpected. It's Japanese street culture with a haunting twist. I played with texture and silhouettes and all of the fabrics are luxurious. I reinterpreted the traditional in my way."

AW16 Fenty Puma by Rihanna

AW16 Fenty Puma by Rihanna

AW16 Fenty Puma by Rihanna

AW16 Fenty Puma by Rihanna

AW16 Fenty Puma by Rihanna

Meanwhile in the US, Puma and Rihanna unveiled the collection during a special event at Bergdorf Goodman in New York. Step inside the exclusive event here...

AW16 Fenty Puma by Rihanna

AW16 Fenty Puma by Rihanna

AW16 Fenty Puma by Rihanna

AW16 Fenty Puma by Rihanna

The AW16 Fenty Puma by Rihanna is now available at Puma stores, Puma.com as well as Harvey Nichols Kuwait and Level Shoe District in Dubai. Then discover Puma's new sportswear collection.