With each new season, brands find innovative tricks to create excitement around the launch of a new brand or collaboration to get consumers interested in their upcoming collections. In the past, it would take months from when an outfit graced the runway from a French designer until  the public had a chance to embrace it.But in the age of the internet and mobile phones, brands and designers are hard pressed to keep anything a secret these days.

PARIS, FRANCE - SEPTEMBER 28: A model walks the runway during FENTY x PUMA by Rihanna at Hotel Salomon de Rothschild on September 28, 2016 in Paris, France. (Photo by Jacopo Raule/Getty Images for Fenty x Puma)
PARIS, FRANCE – SEPTEMBER 28: A model walks the runway during FENTY x PUMA by Rihanna at Hotel Salomon de Rothschild on September 28, 2016 in Paris, France. (Photo by Jacopo Raule/Getty Images for Fenty x Puma)

So on September 28, 2016, Creative Director Rihanna streamed her spring Fenty Puma collection live from Paris to a global audience. Filled with exaggerated and over-sized shapes the collection was juxtaposed with traditional track suits, boxing robes, tennis dresses and polo’s. The innovative live stream was broadcast via the TIDAL X: Rihanna feed so guests and fans from across the world could experience the essence of sitting front row during Paris Fashion Week.

PARIS, FRANCE - SEPTEMBER 28: A model walks the runway during FENTY x PUMA by Rihanna at Hotel Salomon de Rothschild on September 28, 2016 in Paris, France. (Photo by Jacopo Raule/Getty Images for Fenty x Puma)
PARIS, FRANCE – SEPTEMBER 28: A model walks the runway during FENTY x PUMA by Rihanna at Hotel Salomon de Rothschild on September 28, 2016 in Paris, France. (Photo by Jacopo Raule/Getty Images for Fenty x Puma)

When asked about the collection, Rihanna says, “I am really excited about this collection as its very fun and light. Showing in Paris was the perfect backdrop as I pulled a lot of inspiration from France, Marie Antoinette and The Palace of Versailles specifically.” Complete with updates to the iconic FENTY sneaker heel and their new styles debuting for SS17, Rihanna’s first collection is sure to be a signature sell-out in the coming months.

Peace,

Mr. Burke

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