These days to make any noise it can’t be same ol’ same ol’ and thats exactly why for the Autumn-Winter ’16 FENTY PUMA by Rihanna campaign, Rihanna collaborated with PUMA to bring in top industry creatives to help bring her vision to reality.

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With Paris based creative Agency M/M, photographer Willy Vandeperre, and stylist Alastair McKimm, the campaign brings the collection to life like few others in the sports apparel industry. Models Fei Fei Sun, Cong He, Sang Woo Kim all brought there zero #$%@$ given attitude in an art-that-should-be-in-a-gallery package to show you exactly what Rihanna wants the consumer to feel when sporting this gear. Check out some fliks below and a behind the scenes look at the campaign.

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