If you can count on anyone to consistently raise the bar with marketing, it's Rihanna. The superstar is back with another drop, this time through her Fenty x Puma partnership that boasts new styles of the highly-coveted Creeper Phatty sneakers. As the collaboration's longtime creative director, Rihanna capitalized on the release with a creative campaign that takes us into the Fenty classroom directly inspired by school picture day.
Entitled In Session, the new shoes are paraded in unique colorways like Triple Black and Red/White complete with corduroy finishes and the design's signature oversized construction and stacked gum sole. In the campaign's video shot by Philippa Price, Rihanna appears as a mischievous student who passes a note to her classmates, including Chloe Cherry, that reads "RiRi Creeper Phatty" while the teacher (played by Anjelica Huston) writes the sneaker's name on a chalkboard. It ends with the star opening the note, popping her bubble gum and the Fenty Puma logo appearing across the screen.
In classic Rihanna fashion, the campaign features editorial images where she poses in both colors of the shoe. In one shot, she wears a long, oversize, white button-down shirt, a large red tie and black socks with the creepers while holding a gigantic pencil and book that's personalized with her nickname. The other look shows the Bajan mogul wearing a puff-sleeve, white button-down, a black midi pleated skirt, neutral socks with red and black bubbles and the black creepers as she sits in front of a picture day backdrop. She accessorized with a large plaid tie, coordinating oversized bow and a hamster nailing the preppy aesthetic.
Both creepers are now available to shop online and in Puma's stores.
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