The Fenty X Puma 2025 campaign explores the intersection of sportswear and high-fashion aesthetics. Through a series of dynamic, athletic compositions, the work features models suspended mid-air against stark industrial concrete backdrops, leaning into a surreal, high-energy visual language.
Creative direction by Rihanna and photography by Yis Kid define the aesthetic, which utilizes hard light and clean framing to highlight material textures like satin, metallic accents, and technical fabrics. The production is supported by styling from Soki Mak, with hair by Tamara McNaughton, makeup by Hector Espinal, and casting by Juliun Williams.
