River Island has launched a two week campaign to celebrate Rihanna’s new album launch as the retailer gears up to unveil its exclusive collection from the popstar for spring 13.
The young fashion chain launched a two week campaign this week, which will see River Island stream a live concert from Rihanna on its Facebook page later this month.
In the lead up to the gig, which will take place on November 19, River Island will offer customers the chance to receive a never released bonus track from Rihanna. River Island will also stock and sell CD copies of the album in 12 of its stores and has created Rihanna T-shirts which are available both in store and online.
Marketing director Josie Roscop said: “We’re thrilled to be collaborating and building our relationship with Rihanna in this way; giving exclusive access and content by bringing fashion and music together in a way we think our customers will love.”
In July River Island announced that Rihanna was to design an exclusive clothing collection for River Island, which will launch as part of the retailer’s spring 13 collection.