Rihanna for Balmain SS14

Rihanna for Balmain SS14

The star fronts the label's latest campaign

Editor: Buro 24/7

Image: WWD

'Ri-Ri' takes on fashion forward label Balmain in a somewhat mainstream move for the brand, becoming the face of its latest marketing campaign

Moving on up from past collaborations with high street retailer River Island, Balmain fan Rihanna is to become the face of the French label, appearing in its SS14 campaign, according to WWD.

The advertisements – shot in New York by Inez & Vinoodh and styled by Franck Durand and Mel Ottenberg – will be published in a range of January issues and make the most of the superstar's easily recognisable aesthetic of bold stare and signature tattoos.

Rihanna for balmain

"In front of the camera, she makes you feel like she is the only girl in the world," said Balmain's creative director Olivier Rousteing, "When the woman that inspires you wears your creations, your vision feels complete."

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