The current scope of the singer’s new Dior deal is unknown but she is slated to star in a new campaign soon.
Rihanna is slated to rejoin the house of Dior (PARIS:CDI.PA +1.35%) as the official face of the brand. According to Business of Fashion, industry sources close to the house have confirmed that the Barbadian singer has a new Dior deal, though the scope of it still remains under wraps.
Rihanna and her partner A$AP Rocky landed in Paris for Valentine’s Day celebrations, but also to shoot a new campaign at the Château de Versailles, lensed by Steven Klein and styled by Carine Roitfeld. Back in 2015, Rihanna became Dior’s first Black ambassador, a blockbuster move for both the brand and the singer. Her original campaign was also shot by Klein and was set in Versailles. Her ambassadorship coincided with the brand’s Dior & Me documentary and “Designer of Dreams retrospective, which gave the house its cultural relevance while going through its second creative direction change in less than half a decade.
This year’s Haute Couture season saw Rihanna only attend the Dior show, suggesting a renewed partnership with the house. According to Launchmetrics, Rihanna’s attendance at the show generated an estimated $9.3 million USD worth of press and social media visibility for the brand. Rihanna is considered to be one of the most sought-after cultural influencers of this generation. Rihanna’s longstanding relationship with LVMH by way of Fenty and previous Dior deals, has also landed her as the campaign star for Pharrell Williams‘ debut Louis Vuitton collection. Dior’s decision to renew its ties with Rihanna will allow the brand to utilize her high-fashion clout and mainstream fanbase to excel the brand in reaching its targeted annual growth of eight to 10%.
As of now, reps for Rihanna and Dior have yet to make a statement. Stay tuned for more information.
