Following the launch of PUMA's biggest brand campaign of all time, Rihanna celebrated the launch of the FENTY x PUMA Creeper Phatty Earth Tone sneakers.

Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London
Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London

Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London
Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London

The venue was transformed into an underground garden that imitated the natural earthy tones of the shoe and the “art of camouflage” through grass and other natural elements.

The guests enjoyed interactive product presentations, magic acts and DJ sets from DJ Skylatylaa, Talia A. Darling and Kim Turnbull.

Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London
Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London

Notable guests included Rihanna, Aitch, Bianca Saunders, Bree Runway, Dilara Fındıkoğlu, Elarica Johnson, Mawaan Rizwan, Michael Dapaah, Ayra Starr, Cktrl, Ciesay and Tayce.

Here are a few impressions from last night...

Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London
Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London

Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London
Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London

Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London
Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London

Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London
Rihanna's Fenty x Puma Creeper Phatty Earth Tone Experience Event in London

Photos via PUMA, BFA, Darrel Hunter