HYPEBEASTのインスタグラム(hypebeast) - 9月8日 04時04分


FENTY x PUMA is officially back.⁠
@リアーナ returns to @プーマ as the product franchise's Creative Director - "The Avanti" is their first offering on this new chapter, a fusion of PUMA's rich sporting heritage and Rihanna's creative vision. ⁠

Back in 1968, the original King football boot emerged, adorning the feet of legendary figures like Eusebio, Pelé, and Maradona. By 1978, PUMA introduced the Miele, laying the foundation for a new era in jogging shoe franchises, which would ultimately evolve into the iconic Easy Rider. ⁠

The fashion world witnessed a groundbreaking moment in 1998 when Jil Sander and PUMA embarked on their inaugural fashion collaboration, seamlessly fusing the aesthetics of these two styles with the creation of the Jil Sander King. This very shoe served as the pivotal design inspiration for the Avanti, a concept that PUMA formally introduced in 2001.⁠

“I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic. ” said Rihanna. ⁠

Expect the collection to drop on September 15, a second drop will follow this fall.⁠
Photo: Dennis Leupold


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