Rihanna Puma Label's New Creative Director

Rihanna has today been announced as the label's new creative director. The singer will "work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio," said the company today.
She will also as act as a global brand ambassador, joining the likes of sportsmen Usain Bolt and Mario Balotelli, as well as star in Puma's autumn/winter 2015 campaign. 

The Barbados-born beauty is no stranger to the fashion world. Earlier this year she was hailed a Fashion Icon at the CFDA (Council of Fashion Designers of America) Awards, and she has previously starred in campaigns for Balmain, Gucci and Emporio Armani. Additionally, she has co-created her own fast-selling range for British retailer River Island, alongside designer Adam Selman.

The brand, which is owned by fashion conglomerate Kering - also owners of Balenciaga, Saint Laurent, McQueen and Stella McCartney - is hoping the move will boost sales and revitalise the brand image, aligning it with the likes of Nike and Adidas.