River Island appoints Cake to launch Rihanna's high street clothing line

Rihanna's line for River Island launches in Spring 2013

River Island has selected Cake to handle the launch of Rihanna’s collection for the high street retailer which will hit stores in Spring 2013.

Following a competitive four-way pitch Cake will now focus on series of launch events alongside partner agency My Beautiful City.

Head of marketing for River Island, Josie Roscop, cited Cake’s “innovative approach to launching globally-famous brands” and “solid experience in experiential activity, PR and social media” as reasons behind the appointment.

Roscop added: “Launching our collaboration with Rihanna next year is going to be a milestone moment for River Island, and we are confident Cake’s work will help us capture the attention of media and consumers everywhere.”

Andrew Casher, head of experiential at Cake, commented: “There is plenty of excitement around the agency for such a high profile piece of work.

“Both River Island and Rihanna have reputations for breaking the mould within their respective industries, so the chance to promote this hotly-anticipated collaboration to the UK and the world is a brilliant brief for us.”

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