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RIHANNA X RIVER ISLAND

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With a queue that went all the way around the venue, actual fans waiting for hours and hours to catch even the slightest glimpse of Rihanna ánd an afterparty that even kept me (partypooper alert) awake, up and running – ermmm dancing – until late (or should I say early?), the collection she came up with for River Island can surely be found in the top 3 most buzzed about shows from London Fashion Week.

Was is the best one? Probably not, it did not make me cry like I did at Burberry*, but it was most definitely fun. The collection is way less ‘swagger’ as I had imagined it to be. I mean there was a lot of exposed midriffs going on on that blue and purple enlightened stage, but it is more toned down and therefor wearable than expected.

So, what I wanted to talk about are high street brands tapping celebrities to design or attach their name to a collection. Anna Dello Russo x H&M, David Beckham x H&M, The Kardashians x just about any brand and Chloe Sevigny x Opening Ceremony (ok, not high street at all, but you catch the drift!)… What do you think of these collaborations in general? Do you buy things more easily when there is a familiar face behind it? Would you pay a higher price for it? Do you think these celebrities actually sat down with a pencil in their hand to draw their ideas on paper or sat down with a team to do it for them ór do you think the high street brands just come up with things that they think would fit the celebrity and ask for an OK? If it is the last one, ís that ok?

I personally think in this case it all just feels very natural and Rihanna seems like the perfect fit for River Island. Anna got to go backstage and shot some perfect footage of a very confident (and super sexy if you ask me, I really believe confidence if one of the sexiest things a woman can have) Rihanna that could not wait to show what shé came up with to the London crowd.

Also, I secretly think this collaboration is a huge step towards introducing and expanding the brand to the United States…

*almost, almost.

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