# Gothic Songstress Sportswear Rihanna's Fenty x Puma Collection Sparks Eerie Urban Style By Malika Renee Butss | Published 2016-02-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/fenty-x-puma References: [fashionista](http://fashionista.com/2016/02/rihanna-fenty-puma-fall-2016) & [vogue](http://www.vogue.com/fashion-shows/fall-2016-ready-to-wear/fenty-puma) Singer turned Creative Director, Rihanna has unveiled her first [Fenty x Puma](https://www.trendhunter.com/trends/smurfs-collection) collection for the [popular German sportswear brand](https://www.trendhunter.com/trends/aries-and-puma). Presenting a Fall/Winter Ready-To-Wear collection for the 2016 season, Rihanna impressed fashion fans at New York Fashion Week with dark and edgy styles. Following Kanye West's Yeezy Season 3 presentation, Fenty x Puma Fall/Winter 2016 was showcased in an urban forest setup. A collection of 44 looks, the Fall range is showcased in a monochromatic palette with a few hints of grey. Rihanna and the Puma design team were sure to opt for variety when it came to materials -- garments range from cotton-based to velour and fur-accented. From Puma-branded chokers to distorted and lace-up detailing, the Fenty x Puma Fall/Winter 2016 collection pulls together urban and Gothic aesthetics. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 81% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What's Driving This Trend - **Gothic Sportswear:** Fashion brands can tap into this trend by incorporating a mix of edgy and dark elements to their sportswear lines. - **Celebrities Turned Creative Directors:** Opportunity for fashion and sportswear brands to collaborate with celebrities to launch their own collections and leverage their fan base. - **Alternative Materials:** Incorporation of non-traditional materials such as fur and velour can add a unique twist to sportswear and streetwear designs. ### Who This Affects Most - **Fashion:** Fashion brands can capitalize on the Gothic Sportswear trend and collaborate with celebrities to launch their own collections. - **Sportswear:** Sportswear brands can incorporate alternative materials to add a unique twist to their product offerings and capture consumer interest. - **Celebrity Endorsement:** Celebrities can team up with sportswear and fashion brands to launch new collections and add a new dimension to their personal brand. ## Related on Trend Hunter - [Film-Centric Fashion Capsules](https://www.trendhunter.com/trends/smurfs-collection.md) - [Jewel-Toned Singer-Collaborative Sneakers](https://www.trendhunter.com/trends/avanti.md) - [Dystopian Series Activewear](https://www.trendhunter.com/trends/puma-x-squid-game-collection.md) - [Dramatic Textural Joint Sneakers](https://www.trendhunter.com/trends/avanti-pony-hair.md) - [Sleek Collaborative Retro Footwear](https://www.trendhunter.com/trends/avanti-ls.md) - [Motorsport-Inspired Capsules](https://www.trendhunter.com/trends/aap-rocky-x-puma.md) - [Singer-Collaborative Activewear Capsules](https://www.trendhunter.com/trends/body-is-art.md) - [Fashionable Technical Sportswear](https://www.trendhunter.com/trends/stella-mccartneys-2024.md) - [Kpop Streetwear Sporty Merch](https://www.trendhunter.com/trends/blackpink-x-paris-saintgermain.md)