Cara Delevingne and Rihanna collaborate for the latest Puma campaign

  |   21-09-2016

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Cara Delevingne is the new face of the activewear brand’s “Do You” campaign, which cites a quote from Rihanna, Puma’s creative director, as its basis: “I dare myself to make things work. I don’t do things for the response or controversy. I just live my life.” Fenty Puma by Rihanna, is the brand’s most talked-about franchise. The singer directed Delevingne in the new campaign, where the model wears Puma athletic wear in  a series of city street images. The first round of imagery for this partnership features Delevingne on the streets of New York and shot in black-and-white in a studio wearing her athleisure best. The aim of the campaign is to encourage authenticity and motivation and to celebrate each person’s individuality — a message that’s very much in line with her ethos and public persona.

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Rihanna’s done a lot for Puma during her brief tenure, but this is one of the first times we’re seeing her take the reigns over a campaign, rather than just designing or simply presenting a new collection. On Wednesday, September 28, Rihanna will present her Spring 2017 Fenty x Puma collection during Paris Fashion Week. Rihanna said: “It’s a dream for me to be able to present my second collection of Fenty Puma by Rihanna in Paris. I approached this season very differently and felt the theme and concept was best suited for one of my favourite cities, Paris.”

The singer will debut her new Fenty Puma Spring/Summer 2017 collection at Paris Fashion Week on September 28 at 7:30 and 8:30 p.m. in Paris.

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