Fenty

Oct 2025

The Fenty X Puma 2025 campaign highlights the latest sportswear collection through a series of dynamic, high-action frames. Creative directed by Rihanna and captured by photographer Yis Kid, the imagery utilizes a surreal aesthetic, leaning into hard light and sharp, elongated shadows to emphasize the movement and athletic silhouettes of the apparel. The series features models Colin Jones and Kai Isaiah Jamal, styled by Soki Mak in a mix of satin tracksuits, metallic footwear, and structured separates. The editorial focus remains clean and precise, set against industrial concrete backdrops that ground the gravity-defying poses in an urban context. The production includes hair styling by Tamara McNaughton, makeup by Hector Espinal, and casting by Juliun Williams.

Vertical

Sportswear

Concrete Texture

Advertising Campaign