Rihanna is set to design a Spring 2013 fashion line for River Island, while Lana Del Rey and Tiestro have been announced as the faces of new fashion lines from H&M and Guess respectively.
Rihanna will design a capsule line for River Island saying that the “British, family-run” business appealed to her.
“I’ve been wanting to design my own collection for some time,” she said.
“River Island is the perfect partner for me to collaborate with and working with a British, family-run business also really appealed to me. I find London really inspiring and River Island loves to have fun with clothes. I’m looking forward to working with them and creating something really special”.
Del Rey will front H&M’s autumn/winter campaign with a series of promo photo shoots and a cover recording of 1950s Blue Velvet for a short promotional film hitting the internet in September.
Del Rey was chosen by the brand because of her status as a “style icon” who characterises the campaign’s theme as a “modern and feminine woman with a soft attitude.”
“The mood is very LA noir,” said H$M creative director Donald Schneider.
Meanwhile DJ Tiesto has partnered with denim specialists Guess to produce a co-branded limited edition collection.
Tiesto will also do a tour of Guess-sponsored performances visited Ibiza, Paris, Las Vegas, Dubai and Sydney.
He told Billboard: “I’ve had Guess clothing in my wardrobe for years. It’s a fantastic brand which is really relevant both for me and my audience. Their combination of creativity and ambition was really appealing to me”.