In December last year
Rihanna inked a deal,
reportedly worth
around $1 million, to
become the new creative
director of Puma, and
her first campaign has
finally dropped. The
monochromatic ad is
simple but super effective
– a visor, a crop top,
running tights, new Pulse
XT kicks, there's a lot
happening but she makes
it look so good.
When the partnership
with RiRi was announced,
Puma said that the singer
would "work with Puma
to design and customise
classic Puma styles as
well as create new styles
to add to the Puma
product portfolio." This
ad is a great marker of the
direction she is steering
the brand in, and we can't
wait to see what else they
have cooked up.
7
11
Issue 75 / 2015
FASHION
guestlist.net
Rihanna's fiRst Puma ad is fiRe
The latest face of Dior makes another
huge fashion statement
After six years at Somerset
House, LFW is moving to its new
home, Soho's Brewer Street Car
Par, for the spring/summer 16
collections. The iconic Art Deco
building, designed by architect
JJ Joass has fashion form –
Henry Holland has shown House
of Holland collections there for
the past two seasons, and in
February the BFC used the space
for an International Fashion
Showcase featuring 110 emerging
designers.
The move not only reflects the
trend of uing more dynamic and
creative spaces to host shows
but it also brings LFW closer to
the retail heart of the capital.
As BFC chief executive Caroline
Rush said, "You have to change
things. Having a central location
that's more connected to retail in
one of London's iconic creative
hubs is kind of a dream come
true."
So it's official, car parks are cool.
You heard it here first.
LfW is moving to a caR PaRk
Yep, you read that right. London Fashion Week is swapping
Somerset House for a Soho car park
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