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Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Puma Strike Gold Twice With Rihanna?

The first Fenty x Puma tie-up wrote the textbook for successful celebrity-brand collaborations. The pair will have to work harder to get the same reception in a market that’s now saturated with sneaker launches, and where elegance is elbowing out streetwear on the runway.
Rihanna, Puma, Fenty, Paris Fashion Week, Puma x Fenty, runway show
During her first stint at Puma, Rihanna helped the brand revive its cultural relevance under former chief executive Bjørn Gulden. (Getty Images)

Puma and Rihanna are getting back together.

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