Rihanna Switches Her Summer Goal
Rihanna gave fans a good laugh in July 2024 when she posted a video on Instagram showing her dancing around a city sidewalk in a mini skirt and blouse before pulling up the skirt to flash her black underwear. The caption was pure Rihanna: since she clearly was not going to achieve her six pack until next summer, she switched her summer goal to matching her shoes to her panties. The video quickly went viral, racking up millions of views and sparking conversations about body positivity, humor, and the fact that Rihanna continues to be one of the most entertaining people on social media.
The clip appeared to serve double duty as a promotion for two of her brands. She was wearing sneakers from her Fenty x Puma Creeper Phatty collaboration, and the underwear was from her Savage X Fenty lingerie line. The casual, playful approach to marketing is something Rihanna has mastered, blending personal content with brand promotion in a way that feels natural rather than forced.
The Fenty x Puma Creeper Phatty
The sneakers Rihanna was wearing in the video were part of the Creeper Phatty In Session collection, which launched on July 11, 2024. The campaign had a playful back to school theme, with Rihanna serving as creative director and posing as a naughty school girl alongside her classmates. Photographer Philippa Price shot the campaign, and the cast included film star Anjelica Huston and Euphoria actress Chloe Cherry. The collection featured multiple colorways and was part of Rihanna's ongoing partnership with Puma, which has produced some of the most successful celebrity sneaker collaborations in recent years.
Fenty Hair Enters the Chat
Rihanna also used the summer of 2024 to expand her already massive Fenty empire with the launch of Fenty Hair in June. The billionaire entrepreneur announced the new line by saying a new family was moving in and that it was time for fans to finally have the hair experience they had been waiting for. She noted that switching up her hair has always been important to her, having worn almost every texture, color, and length from weaves to braids to natural throughout her career.
The Fenty Hair collection launched with nine products including moisturizers, conditioners, and creams, with prices starting at $18. Bundles were available at a discount. Like her Savage X Fenty and Fenty Beauty lines, the hair care products were designed to be inclusive and work across a diverse range of hair types and styles. Rihanna said every product was designed to strengthen and repair all types of hair, emphasizing that the line was about getting stronger by the style.
The Rihanna Business Empire
Between Fenty Beauty, Savage X Fenty, the Puma collaboration, and now Fenty Hair, Rihanna has built one of the most successful celebrity business portfolios in history. While fans continue to wait for new music, the Barbadian star has made it clear that her entrepreneurial ambitions are just as important to her as her recording career. The summer 2024 video was a perfect example of how she keeps her brands in the conversation while staying true to the personality that made her famous in the first place.
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