We went to the Fenty x PUMA Creeper Phatty Earth Tone launch with Rihanna 

We went to the Fenty x PUMA Creeper Phatty Earth Tone launch with Rihanna 

by Ollie Cox
2 min

Last night, Rihanna made a rare red carper appearance for the launch of the Fenty x PUMA Creeper Phatty Earth Tone. Of course, when we heard that Rihanna was in town, we made sure we were there for the launch. And, like anything with Rihanna’s name attached, the red carpet was rammed to the rafters with big names, including Aitch, Bianca Saunders, Bree Runway, and Cruz Beckham

Last night’s launch was PUMA’s biggest brand activation to date, transforming East London’s Tobacco Docks into an underground garden experience, reflective of the latest Fenty x PUMA Creeper Earth Tone colourways, where camouflage met with nature as part of the event.

The latest Riri-designed shoe hung from the ceiling, surrounding the space with some sneaker goodness and showcasing the earthy hues of the trainer. The event followed a Rihanna-directed campaign shot by Philippa Price, where the shoes were worn in the wild, as part of Riri’s exploration of camouflage. Later images showcase the shoes up close, with flowers and spiders climbing up models’ legs, and it’s the sickest we’ve seen a spider look in a while. 

The shoe itself arrives in a deluxe nubuck material make-up, where touches of gold, and embossed materials elevate the classic style in a way only Riri knows how. The latest Fenty x PUMA release follows Rihanna’s 10-year relationship with the sportswear label. The musician first partnered with PUMA in 2014 as a brand ambassador before appearing in campaigns, and later launching her Fenty collaboration. 

The Creeper is a platformed version of the iconic PUMA Suede model, and features a bigger, badder platformed sole, and oversized design that stands out for all the right reasons. Yesterday’s launch marks the latest step in the Fenty x PUMA journey, incorporating more sought-after releases and worldwide activations, and we’re so here for it. 

The Exclusive Taupe colourway of Fenty x PUMA Creeper is available now via the Puma online store. The “Green Fog”  and “Warm White” colours will launch on Thursday, April 25. 

More on Culted 

See: Everything you missed from 080 Barcelona Fashion Week

See: Come with us to check out the Loro Piana Cini Boeri tribute at Milan Design Week

in other news

Comment

JOIN THE CULTED COMMUNITY TO GET THE LATEST ON FASHION, ART AND CULTURE