Beauty in the Unexpected
The first PUMA collection of R&B Star The Weeknd hits stores
Kick off was the TAO x REVOLVE – Desert Night held by PUMA in partnership with hospitality and nightlife powerhouse TAO Group at the infamous Merv Griffin Estate in the Coachella Valley. The PUMA Lounge at the after-hours event saw the brand’s latest premium collections on display. The kick-off event was followed by a preview of the PUMA x XO collection’s second drop where contemporary streetwear meets Renaissance Art. Themed “Crafted Renaissance”, it is officially set to drop May 10th.
PUMA and Rihanna went one step further by throwing Coachella’s hottest bash so far, gearing up for Spring/ Summer ’18. The FENTY x PUMA Pop Up Event celebrated Rihanna’s latest collection for PUMA with an exclusive pool party at a private estate in the Coachella Valley.
The VIP event brought the collection’s theme “beach chic meets motorsport” to life with guests reveling in slides, lounging in cabanas and going hard on the dirt bike trail.
Rihanna herself praised her collection wearing head-to-toe FENTY x PUMA of course, grooving to the tunes of some of the hottest DJ’s at the moment and chilling with her guests. The guest list – by the way – reads like a festival line up itself: Among the guests in attendance were The Weeknd, G-Eazy, French Montana, Offset, Belly, Iggy Azelea, ASAP Rocky and many more.
The Spring/ Summer 2018 collection’s second drop is set for May 3rd but the guests of the ‘drippin’ party could shop the mashup of high fashion, extreme sports and beachwear in advance at the party’s own mini-store. Beachy and badass as we have already seen the collection’s first drop, the second one continues to mix masculine motorsport gear with laced-up-lingerie and oversized, androgynous silhouettes with sexy skintight swimwear. Bold branding and splashes of neon care for the appropriate summer vibes.