Rihanna and Puma launched their latest collaborative collection at Paris Fashion Week earlier this year. The event saw a global press frenzy, a live-streamed show and another incredible collection to add to their list of collaborative wins.
Avid Instagram viewers got to watch Rihanna prep the models before they entered the runway, getting a look at the latest products before the press and guests. A poignant example of using social media to make a statement on where the real buying power lies; over 100,000 people watched the Instagram Live video, with comments flowing unreadably fast.
The private showroom that followed featured a minimal school-like set up and offered the chance to get a closer look at the collection, the detailing of the garments and to experience the back-to-school vibes of the collection concept.
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