Another day, another celebrity collaboration, and it was the turn of River Island to announce its partnership with pop-star Rihanna on Monday.
She will “design” an exclusive clothing collection for the young fashion chain, which will launch as part of the retailer’s spring 13 collection.
This begs the question - what does Rihanna know about designing clothes, and will she actually be designing anything at all?
River Island chief executive Ben Lewis has said Rihanna will be designing the collection with River Island “sharing” its fashion experience with her. But what exactly this constitutes I am slightly dubious. As far as I know Rhianna has never cut a pattern before therefore it remains to be seen whether the range will have any credibility.
The sceptics among us may view this as an advertising vehicle for River Island with Rhianna, popular among River Island’s prime teenage and young 20 year olds, a sure seller for the retailer. Sales of Boy London shot up after Rihanna was pictured in their product so surely whatever the singer wears will fly off the shelves.
H&M has seen huge success over the past few years with its collaborations from David Beckham to Lanvin. However its top designer names such as Versace and Marni have proved most popular with shoppers queuing for hours to snap up a coveted piece.
It will certainly be interesting to see whether Rihanna’s range will draw anywhere near the same level of crowds for River Island or whether her design pedigree will leave her collection destined for the Sale rack?