The Craft (1996) has been metaphorized as a Carrie meets Clueless, combining worlds of dark twisted fantasies with girlish attitudes. Rihanna’s debut collection as a creative director for Puma can be reminiscent of the wicked styles in The Craft as well as the ‘90s.
  1. Youth culture and alternative lifestyles
    During the late ‘90s, resurgence of youth culture was influenced by music, leading stylized looks that reflect punk, grunge, and alternative lifestyles. At the same time, casual wear and the growth in shopping catalogs normalized looks and affected fashion by welcoming attitudes of a sense of belonging (not necessarily to be fashionable).
  2. Style tribes
    The Craft is a great example of this behavior, in which these four high school girls ended up forming their own style tribe as a sense of belonging to each other and lifestyle, that went against what was popular or normal with their peers.
  3. Exorcising nostalgia
    Capturing a sense of belonging and gearing towards lifestyles are what's more marketable with today's generation x and y girls. Right now this means, nostalgia of the 90s - discovery, mystery, and playfulness.
  4. Goth inspired
    Fenty x Puma channelled in goth influences with its occult jewelry and makeup, black and overall dark color palette, oversized fits, as well as choice in fabrics.
  5. Hidden experimentation
    In The Craft, oversized shapes, layered looks, and playful materials were the design aesthetic to match the characters' personalities and lifestyles. In Fenty x Puma, she is conveyed as mysterious, cloaked yet attention grabbing. The new witchery is about keeping you enamored to her.
  6. Sarah
    Occult accessories; teasing sex appeal
  7. Nancy
    Vinyl; medium experimentation
  8. Rochelle
    Floral velvet burnouts; sinfully sweet
  9. Bonnie
    Oversized; covered mysteries
  10. Health Goth to Wealth Goth
    However, with a forward twist, Rihanna elevates this inspiration, mixes in today’s athleisure, and transforms health goth into wealth goth.
  11. Today's relevance:
    While its occult references connects us with belonging (being in a ‘fashion cult’), it also springs on our obsession on image/working out and changes the trajectory of performance wear.