Rihanna shuns fashion week for second Fenty x Puma instalment

today Aug 26, 2016
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Rihanna's debut Fenty x Puma show was one of the hottest tickets at last season's New York Fashion Week, but the star is shunning the catwalk for the Spring/Summer 2017 season.

Barbadian singer Rihanna©AFP PHOTO / PATRICK KOVARIK

The singer and designer will instead opt to unveil her new collection via a series of pop-up stores in New York a few days before fashion week hits the city, WWD reportsaccording to the fashion press. Bergdorf Goodman and Six:02 by Footlocker will both host pop-ups opening on September 6, enjoying a 24-hour period of exclusivity before a general launch on September 7.

Upmarket department store Bergdorf Goodman's pop-up will be selling clothes from the new collection, but shoppers looking to get their hands on RiRi's famous shoe designs will have to head to Six:02. Her rumored new high-heeled and wedge-heeled sneakers are sure to reap the same success her infamous creeper and slider styles have seen for the brand.

Pop-ups are fast becoming the trendiest way to create hype around fashion collections -- Rihanna is following in the footsteps of fellow music star Kanye West with the move. Just last week the rapper caused a stir when he unveiled a series of 21 temporary boutiques all over the world carrying limited-edition merchandise themed around his latest album "The Life Of Pablo." The star is a fan of the strategy, having previously launched surprise pop-up shops in places such as Paris and New York.

Anticipation surrounding Rihanna's latest collection is running high. The inaugural range featured attitude-laden streetwear styles with an element of Goth, encompassing everything from thigh-high boxing boots and heeled trainers to the bomber jackets and revealing jumpsuits.

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