River Island recruits Rihanna as face of brand

High Street fashion chain River Island has announced that it is to launch a new Rihanna range of clothing in a bid to woo a younger generation of fashionistas.

The move is an attempt by the chain to internationalise its brand and tap into the enormous fan base of the singer, a potential springboard to doubling its UK stores from their current 65 outlets.

The move is a direct challenge to High Street rivals such as H&M, New Look and Top Shop in a crowded retail market.

Ben Lewis, the chief executive of River Island, “This is the first time we have done something on this scale. We have worked with other designers and, of course, we have a strong relationship with celebrities, because they’re friends of the brand — they come to us because they like us.

“She [Rihanna] approached us — she knows River Island, she’s a fan of the brand and wears our clothes. She’s very fashion-credible — she could have worked with anyone in the world, but she approached River Island.

“We’ve added probably the most fashion-credible artist that’s emerged in the last few years, not just in the US, but globally. She has a huge following.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.