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in this issue ASA BUTTERFIELD BY MITCHELL NGUYEN MCCORMACK

Rihanna Taps All-Asian Models for Fenty’s Campaign

Puma has released a series of images from Fenty’s ad campaign under the direction of its creative director, Rihanna

 

Sang Woo Kim for Rihanna Fenty Puma

 

Following the unveiling of Fenty‘s collection at New York Fashion Week last season, Rihanna and Puma have now revealed the images from the campaign. They come just in time for the launch day of the collection, which falls on Wednesday, September 7 (it has also hit the online shelves earlier since Tuesday).

Consisting of monochromatic outfits and accessories, and featuring graphics by Japanese artist Hitoshi Nomura, the collection is very much well-represented in the campaign by a cast of Asian models. Fei Fei Sun, Cong He and Sang Woo Kim are seen donning Fenty’s range of athleisure wear in Willy Vandeperre-shot black-and-white images.

 

Cong He and Fei Fei Sun for Rihanna Fenty Puma-1

 

Cong He and Fei Fei Sun for Rihanna Fenty Puma-2

 

Cong He and Fei Fei Sun for Rihanna Fenty Puma-3

 

Cong He and Fei Fei Sun for Rihanna Fenty Puma-4

 

Cong He and Fei Fei Sun for Rihanna Fenty Puma-5

 

Cong He and Fei Fei Sun for Rihanna Fenty Puma-6

 

The behind-the-scenes video of the campaign shoot can be watched below:

 

 

Anyway, did you notice any missing (sold out) Fenty items on Puma’s online store? Because we did, and we’re not even shocked. This is Rihanna’s Fenty, after all. Fortunately, Fashionista reports that new items will drop every month from now until December, so keep an eye out for them!
 

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