Rihanna, who Billie Eilish once described as “the hottest person to ever exist,” has announced the launch of what is expected to be the most sought-after sneakers of Fall 2023.
The announcement was made on Thursday, September 7, when Rihanna and Puma unveiled their first collaboration since Puma announced a partnership with Rihanna’s Fenty brand earlier this year. The Instagram post announcing the collaboration featured Rihanna in an all-black outfit in a soccer-themed room, with the caption “we are back… reintroducing the Avanti. available Sept. 15 at puma.com & select retailers globally.”
In March, Puma confirmed the Fenty X Puma partnership with an Instagram post featuring the logos of both brands and the caption “She’s back. Coming soon.”
Vogue reported that Rihanna’s relationship with Puma dates back to 2014 when she joined the brand as creative director. She has since released several successful sneaker collections and staged numerous shows at New York Fashion Week. Her most recent collection for Puma was released in 2017, after which the collaboration went on an unannounced hiatus while Rihanna pursued other projects.
Earlier this year, Rihanna was spotted wearing the King Avanti silhouette, hinting at the upcoming collaboration with Puma. This week, Puma posted a video of Rihanna playfully refusing to reveal her next move with the brand, saying “Um, I mean, I know where I’m going next, but I can’t tell you that. What’s the fun in that?”