FENTYxPUMA showcased at an event by Puma

PUMA hosted an event for Rihanna’s FENTYxPUMA, to showcase sporty fashion on the 9th of June 2017


PUMA hosted an event for Rihanna’s FENTYxPUMA, to showcase sporty fashion on the 9th of June 2017. PUMA associated with Toast Events to conceptualize and execute the event.

Celebrity stylist and Fashion Director at Vogue, Anaita Shroff Adajania teamed pieces from the Fenty collection with garments like lehenga’s, sarees, etc. and accessories by leading Indian designers and artists to create a showcase which was aired live on Vogue’s digital platform.

Commenting on the occasion, Anaita Shroff Adajania, said, “I am so excited to work with Rihanna’s FENTY collection for PUMA and add the fearless sexy Indian twist to it. Diversity at its best!”

The soiree was organized at an old bungalow nestled in the heart of Mumbai. Using the space innovatively, the fashion showcase was hosted on the staircase of the bungalow as an elaborate floral set-up became the backdrop whilst trails of plants adorned the pillars.

In association with PUMA, Toast Events created a museum experience for the guests as thematic elements, which translated Rihanna’s vision for Fenty, were created showcasing the range of products. Guests could also purchase the products from the range at the Pop Up.

Culminating the showcase global sportswear brand PUMA announced its association with the new face of Indian cinema, Disha Patani. Disha is onboard with Puma, as the brand’s Sportstyle and Fitness Expert for India.

Speaking about the association, Disha Patani said, “I am very happy to be associated with PUMA as it is a brand that I have always loved. PUMA products have that perfect blend of comfort and style, making it the number one go to brand. What I like the most is that you can go straight from gymwear to street style in minutes with PUMA products. Right now one of my favourites is the lace up heels from Rihanna’s FENTY collection.”

Commenting about the event, Nilesh Gurav, Director – Toast Events said “Fenty is a unique offering from the house of PUMA, adding to the experience, we created an interesting showcase for the world to see, as an unconventional venue and unconventional backdrop took the event to the next level. Challenged by the monsoons, since the event was set outside, alternate plans and ideas were aligned incase the need to turnaround the event”

Michelle Sanghvi, Head – Client Servicing, added, “Our association with PUMA has been long, with each event it is imperative for us to create and device new and innovative ideas and concepts. Interesting space and décor was the main objective for this event as we needed to translate Rihanna’s vision for Fenty in India”

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