From Rude Boy to Runway: Rihanna’s Fenty x Puma Era

Rihanna Rewrites Streetwear Rihanna’s latest Fenty x Puma drop is the kind of release that flips the fashion mood overnight. It channels the energy of her Rude Boy era; that fearless, playful period when every look felt like it came out of a music video.

The collection filters it through the lens of 2025 streetwear. The colour story moves between soft pastels, hints of neon and bold, graphic stripes, with silhouettes that blur the lines between street and runway.

Sculptural sneakers sit alongside oversized accessories, mini-skirts and track pants; there’s an ease in the way every piece feels styled for real life yet editorial-ready. The campaign has a sense of fun without losing sharpness.

The visuals are memorable and nostalgic, using the references of 2010 without being stuck in the past and while locking into the trends that matter right now: genderless proportions, exaggerated accessories and an open mix of sportswear and statement pieces. More than just a drop, it’s a moodboard in motion, showing how throwback spirit can be remixed into something that feels urgent, relevant and impossible to ignore.

Fenty x Puma isn’t just tapping into trends, it’s building a space where past and present feed off each other. Rihanna is smart enough to know that nostalgia sells, especially with her touch to shape it into something new.

The result is a collection that doesn’t just reference the past, it makes it feel urgent again. Instead of safe matching sets or just your usual street style hoodie, we’re seeing clothes that look like they’ve been stolen from five different closets and somehow belong together.

Striped knits thrown over pleated skirts, flashes of neon fur, track pants paired with silky skirts. The styling is chaotic in theory, magnetic in reality. And as always with Rihanna, it’s not just a product release, it’s a signal that the culture will follow.

This drop is one to pay attention to. Because when Rihanna decides it’s time to mix memory with momentum, the rest of the industry tends to follow.