A certain je ne sais quoi is present when a person reaches ultimate superstar level. There’s a lack of words to describe how impactful their existence is in their industry and on their fans. But it’s a lack of words that demonstrates Rihanna’s status as an icon, as the captionless images she has posted surrounding her Super Bowl performance this year have made an impact like no other. So much so that people are dubbing the NFL the ‘National Fenty League’...say no more.
We’re not sure what to commemorate more: the extraordinary contents of this collection, or the marketing strategy to release a clothing range ahead of one of the biggest sporting events in the world, where the half-time content is studied as closely as the match itself. And Rihanna has officially made herself the moment of next month’s Super Bowl 57.
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Recognised for its inclusive lingerie and loungewear ranges, the sartorial icon's Savage x Fenty brand ventured into sportswear last October. But its 'Game Day' collection - paying homage to Rihanna’s upcoming half-time performance - has taken street style to a whole new level.
Last night the brand’s Instagram page posted a series of photos of RiRi wearing pieces from the collection saying “We heard there's a football game? #SavageXGameDay”
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Social media content from the Pon De Replay singer herself is few and far between, but when she does grace us with a grid post or an Instagram story, it never fails to impress. Though last month she reluctantly shared a first glimpse of her son’s face purely to get ahead of paparazzi, who took unauthorised photos of her eight-month-old.
To promote her collection, Rihanna uploaded a captionless story to her 139 million Instagram followers, giving a close up of one of the epic jumpers from the ‘Game Day’ range. Clearly relaxed in the knowledge that she's a cultural phenomenon and her presence at this year’s game is now even more eagerly awaited, she looked casual with a fresh-face and the hood of her jumper pulled over her head. The jumper from the collection boasted a printed image of Rihanna’s forearm holding up an american football, with ‘Fenty’ written on the shoulder.
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In a prior example of ‘no caption needed’, the Fenty beauty founder initially posted the image from the jumper on her Instagram grid back in September, and fans literally went wild. Lizzo commented “Screaming” whilst Justin Bieber wrote “The Queen is back”. Former Ru Paul’s Drag Race winner Jovan Bridges (aka Yvie Oddly) said “I’ve never been so excited about football in my life!!! ❤️” our sentiments exactly.
This 17 piece limited edition collection boasts Fenty hoodies, sweatshirts, joggers, t-shirts, beanies and more. It epitomises classic oversized American football apparel, but elevates it with modern silhouettes like cropped sports shirts, unisex football-adorned boxers and two-tone varsity jerseys.
Perhaps the most iconic piece from the whole collection, is a slogan t-shirt (a Y2K style that fashionista’s like Bella Hadid are bringing into 2023), which encapsulates the mood of the whole event. The white t-shirt with bold black writing reads “Rihanna concert interrupted by a football game, weird but whatever.” Iconic is an understatement.
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An iconic slogan tee from the 'Game Day' collection
Thanks to RiRI’s collection, the buzz around the Super Bowl this year includes sartorial fanatics. Who knew a clothing range could persuade people who have little to no interest, to sit through a 60 minute football match (which usually goes on for 3-4 hours) that they know nothing about? Now that, ladies and gentleman, is the Rihanna effect.
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