Multidisciplinary Artist + Design Studio
Creative Leads: Dustin Canalin & Kari Cruz
About This Project:
To celebrate the Smurfs movie starring Rihanna as Smurfette, PUMA and Fenty brought us in to develop a limited-edition apparel capsule that felt fresh, cultural, and unexpected. Our goal was to move beyond traditional licensed merchandise by creating a fashion-forward narrative rooted in the shared spirit of two icons: Rihanna and Smurfette. The result was a capsule collection for men, women, and kids that honored the legacy of the Smurfs through a modern, personal lens.
Our Role:
We led the creative direction, brand strategy, and concept development for the collection. Our team pitched Rihanna the core story that would shape the entire project, exploring the overlapping energy between her and Smurfette as a foundation for the design system. From concept to final product, we worked closely with the internal PUMA and Fenty teams to create apparel that mixed nostalgia, pop culture, and elevated fashion. The result was a thoughtful, stylish take on licensed product that felt true to the characters and the cultural moment, while staying unmistakably Rihanna.