The singer will take a "hands on" approach to Puma's fitness line and also serve as a brand ambassador.
It looks like Rihanna is taking her fashion icon status to the next level as newly crowned Women’s Creative Director of Puma starting at the top of the year.
In her new role she will oversee the direction of the Women’s Training category, joining the likes of Film Director and DJ VA$HTIE, also set to release collaborative items next year, as well as Solange and Designer’s William Okpo (who recently launched their second line with the brand).
Rihanna "will work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio," Puma released in a statement. The "bad gal" (shown above) sealed the deal at Puma's headquarters in Herzogenaurach, Germany on Monday where her first creative session with the design team took place.
The multi-year contract will see the seven-time grammy winner take a "hands-on" approach to Puma's apparel and footwear fitness lines.
"Signing Rihanna is a fantastic step for Puma," said Puma's chief executive officer, Bjørn Gulden. "Her global profile, her charisma and individuality, her ambition - all these things make her a perfect ambassador for our brand. She also aligns perfectly with the values PUMA strives for: to be Confident, Brave, Determined and Joyful. 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 Puma collaboration is the newest addition to her fashion resume including partnerships with clothing line, River Island and MAC Cosmetics.