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Rihanna Named Creative Director Of Puma

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RIHANNA has been named the new creative director of sportswear brand Puma. The 26-year-old singer – who was rumoured to be negotiating a US$1 million deal to create a lifestyle collection with the German sportswear brand in November this year – has now taken on the lead creative role at the label.

The company said: “[Rihanna will] work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio.”

The Grammy Award-winner will also join Olympic runner Usain Bolt and footballer Mario Balotelli as a global ambassador for the brand and she will star in the label’s autumn/winter 2015 campaign.

According to Puma’s chief executive, Bjørn Gulden, the raven-haired beauty was the “natural choice” and is the “perfect ambassador” for the sportswear company, who have been looking to sign on an “inspiring partner for women’s training”.

He told WWD: “Signing Rihanna is a fantastic step for Puma. Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important.

“Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”

The ‘Rude Boy’ hitmaker is no stranger to the fashion world having previously designed an underwear and jeans collection for Armani in 2011 and a clothing line for British high street store River Island.

She has also released four women’s perfumes, a men’s fragrance, Rogue Man, and two make-up ranges with MAC. – Bang Media

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