Rihanna's on a fashion roll

By Drum Digital
11 February 2016

When someone has an estimated net worth of $120million, it's unsurprising they are named the world's most marketable celebrity.

This is the title bestowed on Rihanna, whose work in the fashion and beauty fields looks set to eclipse her music in the coming months.

The NPD Group, a market research company, suggests she has 3.67 times as many strong brand endorsements opportunities as other stars, eclipsing big names like Angelina Jolie. This is likely one of the reasons she banked $26million in 2015 - putting her 10th on the Forbes Highest Paid Women in Music list, even though she didn't release a record or tour during the time period. So what did she do? Worked on her eighth album, Anti, which came out at the end of January (16) for sure, but she also plunged herself full force into the world of fashion.

Rihanna was named creative director of Puma in 2015, a decision which was clearly a wise one by the sports label as her first range of creepers for the company sold out pretty much instantly when they hit stores in September (15). Her next big reveal will come during New York Fashion Week, as she's supposed to be staging a Puma show on Friday 12 February at 8pm. At the moment, the contents are a closely-guarded secret, but if we had to guess there will be a plethora of crop tops in various colour ways, as well as loose-fitting trousers, tailored hoodies and slim-fitting vests and T-shirts. It's difficult to know what colour scheme she'll pick for Autumn/Winter 16, but there will doubtless be a lot of muted tones like grey, white and black, probably with some splashes added in too. We'd guess some unexpected pops as well - maybe different fabrics trimming some of the pieces or portions of pattern added to otherwise plain items.

Puma isn't the only label to capture Rihanna's attention either. Over the years she's teamed up with some of the biggest names in fashion and beauty, playing shows in honour of Nivea's 100 Years of Skincare event, collaborating with MAC, releasing perfumes and shooting campaigns for Armani and Dior. She's dreamt up a sock line for Stance, teamed up with River Island for a fashion range as well as being named the Council of Fashion Designers of America's (CFDA) Fashion Icon in 2014.

All of that stands her in good stead for her newest venture; a beauty and stylist agency called Fr8me. A whole team has been signed up to help those who are tasked with organising commercials, editorial shoots and red carpet outings. It's a bold move for a 27-year-old star already famed for her fashion forward styling choices - who else is looking forward to seeing what Rihanna will wear to the Grammy Awards on 15 February (16)? © Cover Media

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