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Brands & Merch
Rihanna, Lana Del Rey and… Tiesto to represent fashion brands
By CMU Editorial | Published on Wednesday 18 July 2012
Rihanna, Lana Del Rey and Tiesto have all been announced as the faces of their own (separate) fashion collections.
First is Rihanna, who’ll ‘design’ (or possibly glance and nod absent-mindedly at) a capsule line for high street retailers River Island for spring 2013. She says: “I’ve been wanting to design my own collection for some time. 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”.
Rival singing star Lana Del Rey will front Swedish outfitters H&M’s autumn/winter campaign, modelling the new line in a series of promo photos and recording a cover of 1950s classic ‘Blue Velvet’ for a short promotional film premiering online in September. The brand, which chose Del Rey for her status as a “style icon”, apparently, characterises the campaign’s theme as “a modern and feminine woman with a soft attitude”, with H&M creative director Donald Schneider adding: “The mood is very LA noir”.
You can see Lana epitomising those very themes, which apparently translate to pink angora cardigans and earrings the size of a baby’s fist, in this image.
And now to international DJ Tiesto; perhaps a less likely fashionista than either Rihanna or Lana, but who nevertheless has partnered with all-American denim specialists Guess to co-brand a limited edition collection. Comprising 22 pieces, a press release states it’s inspired by Tiesto’s personal style ethos and “the growing power of electronic music”, things that’ll be made tangible in such items as black and electric blue “coated twill jackets”, “skinny-fit jeans” and a “multi-functional” timepiece.
In addition to all this, Tiesto will also tour the world (well, certain select cities within it) for a series of Guess-sponsored performances, visiting Ibiza, Paris, Las Vegas, Dubai and Sydney. But not, unfortunately, Oceana in Watford.
Speaking to Billboard, Tiesto says: “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”.
