Puma's cool kids: Rihanna, Kylie Jenner and newcomer, The Weeknd
Rihanna's creative debut: A dark rebel's wardrobe made accessible. With pieces the style icon might just wear herself, the troupe of black-lipped girls were as badass as they can get.
Why we love her latest show: Everyone expected a sort of lavish affair planned by bad gal RiRi, but her choice of intimate venue at the Hôtel Salomon de Rothschild was not what anyone had in mind. Striding through salon after salon, the models were decked in oh-so-right-now street-appropriate attire: Hoodies, lace-up corsets and oversized outerwears. "I wanted them to feel like this is what Marie Antoinette might wear to the gym, or play tennis in," said the creative director of her spring collection. And maybe, to let them eat cake in revelry afterwards.
The controversy: Before Jenner was officially announced as the label's new face, a beef between Kanye West and Puma naturally ensued. According to Yeezy, the Snapchat queen was pulling rank by collaborating with the streetwear brand — Kylie was team Yeezy, not Puma. As Kanye disputed, it was basically the same level of betrayal as if he decided to do a reality show with Beyoncé. No wonder Ye was mad.
Puma we gone give you your measly million dollars back!!! Never try to divide the family!!!— KANYE WEST (@kanyewest) February 9, 2016
1000% there will never be a Kylie Puma anything. That's on my family! 1000% Kylie is on Yeezy team!!!— KANYE WEST (@kanyewest)February 9, 2016
Why it's cool: Although her ultra high-top Puma Fierce are just as rad, her second campaign for the German brand's retro Suede kicks says it all.
What we know: Abel Tesfaye, or better known as The Weeknd, is Puma's latest addition to inject extra star power into the label. The Grammy-approved musician is currently headlining Puma's latest Sportstyle campaign, but it won't be till next year for his collaborative line of sneakers and apparel to drop.
What to expect: Abel's new beginning with the debut of Starboy (and freshly shorn locks, too) projects a glowingly esoteric aesthetic that might just have us swooning with covetousness if his designs are just as trippy.