FENTY x Puma; will maternity and Y2K shape Rihanna’s latest collaboration with sportswear giant?

One of the most popular collaborations between an artist and a sportswear brand is starting back up again, as Rihanna took to social media to simply write “I’m Back,” with the image of a “FENTY x Puma” logo. The first time the Barbadian singer and the sportswear brand worked together was seen as one of the most lucrative collaborations - with Rihanna even getting a runway show to display her full collection with the German brand back in 2016.

Though FENTY hasn’t faded away into the background as much as other artist-owned brands; a line of Super Bowl theme apparel was released by Savage x FENTY and Mitchell & Ness earlier this year, however, its biggest success has been when aligned with the Puma. While the sportswear brand can boast recent collaborations with June Ambrose and French fashion house AMI, it is the crossover appeal between the fashion world and Rihanna’s fan base that the Puma team is banking on once again.

Which begs the question; what are we likely to see emerge from the new collaboration between the two? Vogue seems to indicate in their infinite wisdom that given Rihanna’s recent motherdom that perhaps maternity wear might play a part in the creativity behind designs?

They cite that members of the public can therefore expect garments and accessories that, although providing a bit of skin-bearing, will still be comfortable and flowing to avoid that feeling of being “crammed into” something. Rihanna, while pregnant, was seen in vintage Chanel dresses and plenty of accessories - perhaps this is something that will translate into a new collection?

We say this at Peopleworld because the other option Rihanna could pick instead is the return of Y2K fashion; skin-bearing, tight fitting, overly colourful - but not quite all-embracing towards the many body types we have come to know and love in recent years. Much like Rihanna’s use of accessories during her pregnancy, Y2K fashion adopts the maxim of “more is good” with wristbands and layered necklaces also part of that early 2000s trend.

It could be a combination of the two - drawing in that excess of Y2K fashion with the more contemporary outlook that bigger is just as beautiful. As 2000’s fashion seemed to rely heavily on certain body types, perhaps Rihanna’s take will combine the two so everyone can feel like they did shortly after the new millennium?

What is Y2K fashion?

You may have read the phrase “Y2K Fashion” on several fashion websites and blogs, but might be curious as to what the aesthetic behind this phrase means. We’re not designers by any means, but we lived through the 2000s…

Y2K fashion is based around the throwback to graphic T-shirts, double denim sparkles galore, and lowrise jeans that defined the early 2000s. Unfortunately, that also includes the dreaded bootcut jean. Think Gwyneth, think Paris, think Destiny’s Child and that matching ensemble Justin and Britney wore at the 2001 American Music Awards.

It’s recently come to encompass other relics from that era, not just fashion. Logan Paul wearing an expensive Pokemon card around his neck like a prized medallion can be considered a nod to Y2K, as well as a younger generation of socialites embracing the use of the digital camera once again and the nuances you can’t get from an iPhone (or your smartphone of choice.)

It has its critics - fashion wasn’t kind to the larger person back in this era, so for many the choice of designs became limited to how many calories you had consumed. Thinner, unfortunately, was viewed as better. This is why the throwback to Y2K fashion in this current zeitgeist is trying to be all-inclusive - which again parallels the two influences we at Peopleworld feel Rihanna may embrace when her collection drops later in the year.