Rihanna is rumored to have been in talks with Puma for weeks, but now it's confirmed: WWD reports that she will now officially oversee the athletic wear brand's women's line, "customizing" existing lines and creating new ones. What might this mean for you, if Rihanna's Instagram is any indication? Creeper Puma Clydes!

Professional cool girl Solange is now an art director and creative consultant at Puma. Apparently she's teamed up with some other artists and designers to create sneakers inspired by the sights and sounds of Brazil: "The shit is wild, and come February I hope you will be just as in love as I am."

In a seeming effort to figure out just how depraved and pathetic sports fans truly are, Puma commissioned researchers at Bristol University to figure out whether fans of soccer team Newcastle United care more about their team or their wives/girlfriends. The study didn't bother with female subjects because, as everyone…

We so often hear about the human "predator" known as the cougar, that we sometimes forget that there are actual animals that inspired the nickname for ladies who go a-huntin' for younger manfolk. But did you know that cougars of the big cat variety very nearly went extinct during the last century? Well, they did, but…

• Etsy isn't the full extent of Christina Hendricks' modeling — she is the new face of London Fog. Previously, the company's campaigns have featured Tony Parker and Eva Longoria, and Gisele Bündchen, whose pregnancy the company Photoshopped out. [NYDN]

• Emily Blunt told British Elle that Photoshop is over-used. "I don't like it when they stretch you out and make you all long and skinny. It makes you look like a Barbie. Who the hell looks like that?" [Elle UK]

We can't imagine why this weird Orangina ad was turned down by French TV. Whatever the case, labeling it "gay" seems beside the point. Also, why does a cougar need to shave? And why does he use Orangina? [Yagg]

• Vogue India, which has been criticized in the past for promoting only light skin as beautiful, has five darker-skinned models on its new cover. [Vogue UK]
• Illustrator Kate Bingaman-Burt drew everything she purchased since 2006, and made a book. [Racked]

• Now begins the round of stories comparing Terry Richardson to Helmut Newton, wherein friends deny he could be any kind of a sexual predator. "You can't scare him," says Tom Ford. Why won't Richardson answer these allegations, then? [TDB]

• Marc Jacobs is suing Christian Audigier for trademark and trade dress infringements. The company says Ed Hardy's Extra Large Quilted Jana Tote Bag, right, is too similar to its own Marc by Marc Jacobs Pretty Nylon Tote. [IPTrademarkAttorney.com]

• A London stylist says the upcoming V size issue is "such an extreme response to the size-zero hoopla...I don't think using outsize models is really the way to change perceptions." Others, however, are more positive:

• A handbag will co-star with Christina Ricci in a "Donna Karan-friendly" film directed by Sting's son, Jake Sumner. So that's what we're calling "advertising that aspires to go viral" these days? [WWD]

• Madonna goes all Italian neorealist for spring's Dolce & Gabbana campaign. You'd almost swear these images were by Vittorio de Sica, not Steven Klein. The advertising shots ran as editorial content "previewed" in Italian Vanity Fair. [Swide]

• Handbag model Lily Allen performed live at the farming-themed, hay-strewn Chanel show this morning. [Fashionista]
• Claudia Schiffer has formally announced she will no longer do any runway modeling. She plans to fill her downtime with a trip to Iraq. [Sun]

• Gwyneth Paltrow's clothing line with Zoetees is hitting stores this month. The collection includes tee shirts, studded tank tops, and a grey oversized blazer — fine basics, but there's no indication why the line should start at £100. [Elle UK]

• No plain yearbook headshot for this year's CFDA nominees: Jason Wu, Marc Jacobs, Alexander Wang, et al posed for Craig McDean while wearing their own creations. [WWD]
• Leggings impresario Lindsay Lohan is rumored to be seeking a position as Ungaro's "creative consultant." Designer Esteban Cortazar is allegedly spitting…

• The economic situation has encouraged a measure of conservatism in fashion, but this is extreme. Versace's Fall 2009 ads with Gisele Bundchen in a jewel-toned dress under strong directional light look exactly like Versace's Spring 2009 ads with Gisele Bundchen in a jewel-toned dress under strong directional light. […

• Freida Pinto and Evangeline Lilly are new faces of L'Oreal. To mark the occasion, Lilly said she's proud "to represent a brand whose ambition is to...contribute to the fulfilment [sic] and well-being of everyone." [PRNewswire]