Rihanna modeling her Fenty for Puma collection at Fashion Week

Rihanna, who debuted her Fenty for Puma fall collection at Fashion Week, is proving to be a financial lifesaver for the brand.

Along with releasing its 2015 sales figures on Thursday, Puma also cited how well Rihanna’s “Creeper” and “Eskiva” sneakers have sold since the company named her creative director in 2014. Via Fashionista:

Reporting its 2015 financial results on Thursday, Puma noted that Rihanna’s first shoe designs for the brand have ‘ignited’ its women’s business and helped its footwear category achieve sales growth of 11 percent, bringing in €360.8 million.

Bloomberg BusinessWeek’s headline: “Rihanna-Designed Sneakers Help Puma Top Fourth-Quarter Estimates.” Puma’s overall profits for the year were otherwise down. Rih’s new collection, which includes footwear, is likely to be in high demand once it hits stores later this year.

Someone, get me this fur.

Puma CEO Bjoern Gulden thanked his lucky stars and praised Rihanna on Thursday, telling reporters, “She can sell sneakers and Puma is onto something here which we haven’t seen yet in the women’s area.”


Contact the author at clover@jezebel.com.

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