Style Scoop: Miss World Says So Long to Swimsuits, Rihanna Joins Puma, and Kimye Heats Up Balmain

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Along with glamorous gowns and glitzy crowns, swimwear has long been an integral part of the Miss World pageant as contestants are required to participate in a bathing suit style portion. Well, that is until now. "The organisation has decided to take itself out of the swimsuit world because it isn't the path they're trying to take," announced Chris Wilmer, the national director of Miss World America.. "It's not just a beauty contest, it's beauty with a purpose. There didn't seem to be a purpose to have the swimsuit." [Vogue UK]

She's a trend setter with an eye for fashionable athleisure, so it's safe to say that Rihanna will rock her role as Puma's new Creative Director. She'll be overseeing the women's clothing line as well as serving as a brand ambassador alongside sprinter Usain Bolt and soccer star Mario Balotelli. [TIME]

Kim Kardashian and Kanye West are the newest faces of Balmain. The fashion-forward duo, and personal fans of the high-end label, star in the steamy spring 2015 campaign titled ‘Army of Lovers.’ [Hollywood Life]

The rumors that British clothing brand Meadham Kirchhoff would be shutting its doors in the near future are not true. Designers Ben Kirchhoff and Edward Meadham remain to present their next collection at London Fashion Week and in the meantime, are restructuring the direction of their label. [Vogue UK]

In other fashion week news, Rome Couture Week has been cancelled this season due to lack of funding. AltaRoma, which has showcased up and coming labels over the years, will resume this summer. [Fashion Week Daily]

Rumor has it that J.Crew has asked Jenna Lyons to cut back on self promotion. In the last year, Lyons has had a guest role on Lena Dunham's Girls, posed in multiple magazine spreads, and met with Kate Middleton during the Duchess's royal tour. Was this enough for the label to think she had been too focused on her personal brand rather than J.Crew's? [Page Six]