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How Rihanna is helping Chopard sell high jewellery



How the high jewellery world wins over Millennials is an evolving experiment and Chopard’s current collaboration with 29-year-old superstar Rihanna is one of the more adventurous – after all, she has 25 tattoos and an album titled Good Girl Gone Bad.

Few – and certainly not the arbiters of best-dressed celebrity lists – would dispute the multi-Grammy Award winning singer, songwriter and actor’s status as a style icon, however. Remember her headline grabbing turn at the Met Gala in honour of avant garde Japanese designer Rei Kawakubo of Comme des Garçons this year? Valid as that credential is, perhaps more significant is the fact that she has 55 million Instagram followers. It’s what you might call a direct route to Chopard’s next-gen clientele.

“Collaborating with Rihanna definitely reaches to the younger audience, but it brings about also a fresh perspective,” says Caroline Scheufele, co-president and creative director of Chopard, the family-owned Swiss watch and jewellery business she runs with her brother Karl-Friedrich.

“Rihanna’s ability to play with jewellery is like no one else, and her bold and modern choices made our collaboration unique … it was exactly what I was looking for.”

Scheufele first met Rihanna two years ago and learned she was keen to “design something together”. The pair then worked closely on the Rihanna Loves Chopard collaboration, which has a high jewellery collection, and a pared-back range, priced from $1793.

Unveiled at the 70th annual Cannes Film Festival in May, the 17-piece Rihanna Loves Chopard haute joaillerie collection celebrated the maison’s 20th year as the festival’s official partner. The vibrant pieces take inspiration from Rihanna’s Barbadian heritage, or as Scheufele puts it, “the lush gardens of Barbados and the electricity of Carnival”.

The haute joaillerie collection includes chandelier earrings studded with clusters of yellow, pink and blue sapphires, aquamarines, rubies and diamonds (and more); diamond cuffs that snake up the ear; and a twinkling watch set with 18.6 carats of pear-shaped and 13 carats of brilliant-cut diamonds. There are butterflies, flowers and a sense that too much can never quite be enough. The nine-piece, 18-carat rose gold core collection features slick, geometric pieces with rectangles of jungle green ceramic, a colour chosen by the singer.

Opportunity to experiment

Scheufele describes the collaboration as an opportunity for her maison to experiment. Stacy Jones, chief executive of Los Angeles-based celebrity marketing agency Hollywood Branded, describes it as shrewd.

“Chopard has managed to open the doors to a younger demographic that was less familiar with their brand, and who will view the brand as cool and aspirational,” she says. “As this demographic ages, their purchase decisions on jewellery will have been coloured and impacted by this celebrity partnership, heightening future sales.”

Typically, celebrity-luxury brand collaborations have involved ad campaigns, brand ambassadorships and the lucrative and competitive business of draping celebrities in jewels for events. An example of how things are changing is the commercial released on social media and in select cinemas in June that was directed by Sofia Coppola for Cartier to celebrate the relaunch of the historic Paris jeweller’s Panthère watch. (Coppola made history at this year’s Cannes Film Festival in becoming only the second woman to win the best director prize for The Beguiled.)

This kind of celebrity buy-in has become crucial for luxury brands to achieve cut-through, says Jones. “The future of luxury brands is based on those brands finding a way to appeal to Millennial audiences. Many Millennials value where they spend money very differently than those of the Gen X or Baby Boomer generations. Experiences are more important than a single big purchase. Finding a way to communicate and engage with a Millennial as they grow through life has to be the backbone to any brand’s strategy – of any category,” she says.

The Rihanna Loves Chopard collections arrive in Chopard’s Sydney and Melbourne boutiques from this month.

Source: AFR


A Look At Rihanna’s Acting History, From ‘Bring It On: All or Nothing’ to ‘Ocean’s 8’




The trailer for the highly anticipated Ocean’s Trilogy sequel/spin-off, Ocean’s 8was released today (Dec. 19) and features an all-star cast of numerous badass women — including everybody’s favorite Barbadian triple-threat, Rihanna.

The iconic superstar has proved time and time again that she is a force to be reckoned since her early days, through her music, fashion and beauty ventures, but also her various acting roles, which have truly showed her versatility and superb talent.

From early work such as Bring It On: All or Nothing to this past year’s sci-fi adventure Valerian and the City of a Thousand Planets, Rihanna has proved she has what it takes to make it in the acting world. Here’s a look back at Rihanna’s roles in both film and television.

Bring It On: All or Nothing (2006)

The cheerleading comedy finds a transfer student trying to join the cheerleading squad of a rough high school, where she not only faces off against the new school’s head cheerleader, but against her former school in a cheer competition as well. Rihanna makes a cameo appearance in the film, where she announces the cheerleading competition and declares that the winners shall appear in a music video with her. A small role, yes, but as good a starting place for Rihanna as any.


In this sci-fi action film, we find Rihanna far from the comforts of the stage, thrust into a war filled with uncertainty. The 2012 film based off the board game of the same name follows a fleet of ships that battle a series of unfamiliar foes, where Rihanna stars as Cora Raikes, a weapons specialist aboard one of the ships. Director Peter Berg stated in an interview with GQ that he came up with the idea to cast Rihanna after he realized she could act when she performed a skit on Saturday Night Live. Rihanna later went on to state that she accepted the role because she wanted to “do something badass.”

This Is the End

The 2013 end of the world comedy directed by Seth Rogen features a hilarious appearance from Rihanna, who is attending a party at James Franco’s house where she and numerous other celebrities are faced with the doom that will be brought on from the impending apocalypse. Though brief, Rihanna’s cameo showcases her comedic chops and versatility as an actress.


Starring in a movie-within-a-movie, Rihanna plays the villain of “MoonQuake Lake,” the flick that Jamie Foxx and Quvenzhané Wallis go to see together in the musical adaptation. The fake film also co-stars Mila Kunis and Ashton Kutcher.


This 2015 film from DreamWorks finds Rihanna cast in the lead role as Gratuity “Tip” Tucci, a teenage girl who befriends an alien on the run from his own people. During a round of press interviews for the film, Rihanna and her costars Jim Parsons and Steve Martin were asked about the possibility of life on other planets — to which Rihanna suggests keeping an open mind.

Bates Motel

On the hit A&E series, Rihanna starred as Marion Crane, the troubled secretary who played an iconic role in the 1960 horror classic Psycho, which the series is based off of. Taking over the character from Janet Leigh, Rihanna brought a modern and more relatable version to the screen for viewers to identify with. Viewers who were hoping for a remake of the infamous murder scene were out of luck, however, as Rihanna’s version of Crane survived and her lover, Sam Loomis, meet his untimely demise instead.

Valerian and the City of a Thousand Planets

Meet Bubble, the shape-shifting burlesque dancer portrayed by Rihanna in this fantasy film about two special operatives who must race to identify the evil that threatens the future of their home and the universe. Director Luc Besson contacted RiRi’s manager to offer her the small but crucial role, to which she accepted, and shot around her jam-packed touring and promotions schedule.

Ocean’s Eight

Set to be released Summer 2018, Ocean’s Eight will find Sandra Bullock’s character, Debbie Ocean, attempting to pull off a heist at New York City’s star-studded Met Gala, following in the footsteps of her infamous family. Rihanna will star as Nine Ball, a computer genius and hacker who aids Debbie in her quest, and will star along other such acting stars as Cate Blanchett, Mindy Kaling and Sarah Paulson.

Source: Billboard

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Rihanna for Vogue Paris (December 2017)




Check out all the scans from the latest edition of Vogue Paris!

Rihanna is December’s special guest editor and she graces not one but three 3 covers. The three photoshoots were shot by 3 different photographers (Juergen Teller, Inez and Vinoodh, and Jean-Paul Goude) with 3 editorials. The magazine is out on newsstands now! Don’t miss it and view all the photos at


So we got to ask…

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Rihanna on Building a Beauty Empire: ‘I’m Going To Push the Boundaries in This Industry’




Rihanna’s make-up line, Fenty Beauty, has garnered rave reviews since its launch in September, both for its quality-to-affordability ratio and its emphasis on inclusivity. (It launched with 40 shades of foundation and an ad campaign featuring a diverse array of models.) Now that Fenty Beauty has been named one of TIME‘s 25 Best Inventions of 2017, Time Magazine caught up with its superstar creator to talk about how and why she’s building a beauty empire, and what’s in store for the future.

TIME: What’s your earliest memory of beauty?

Rihanna: My lifelong obsession with makeup started with watching my mom put her makeup on. I always loved to watch her, and all the funny faces she was making in the mirror. I never understood it until I got older and fell in love with makeup myself and really started becoming obsessed. The first time I remember having my makeup done was for this beauty pageant that I did in school. I was 15, about to be 16, just before I got signed. I had my full face done for this pageant — my mom actually did my makeup. And ever since then, ever since I saw foundation on my skin, I could never look at my skin without foundation again. Makeup, it spoiled me.

Why do you wear makeup now? What role does it play in your daily routine?

Makeup is like a secret weapon. Depending on my mood, my look, or the occasion, makeup can go from very subtle to a complete transformation, and that’s the fun in makeup: being able to play and create in endless ways.

You’ve said that you created this line so that all users could have a product that looked good on them, no matter the shade. Did you have difficulty in the past finding products that worked for you? And if so, how did you use that experience while creating your own line?

I’ve had my makeup done thousands of time, and when it comes to foundation, you just never know how it’s going to turn out. I think foundation should look like great skin, so it was important to me that the Pro Filt’r foundation had a soft matte finish because you want a dewy look, but never shiny! It was also important that every woman felt included in this brand. We are all so different, with our own unique skin tones, so we started with the 40 foundation shades out the gate.

What were the most important factors that you considered while creating Fenty Beauty?

Texture is the most important part of the Fenty Beauty brand. The highest priority is in the texture, from the foundation to Match Stix, to Killawatt, to Invisimatte Blotting Powder – it’s all about texture. It was really important to me that each product is made to easily build and layer with lightweight textures that are flexible even when you want to re-apply.

How involved were you in the process of creating the products?

I have 100 percent involvement in this process, which is what makes this so special and very fun. I have so much creative freedom from products to packaging, and that’s really the only way this brand will stay true to my vision for it.

What has surprised you the most about the response to Fenty Beauty?

I never could have anticipated the emotional connection that women are having with the products and the brand as a whole. Some are finding their shade of foundation for the first time, getting emotional at the counter. That’s something I will never get over.

Do you have a favorite product from Fenty Beauty?

I’m obsessed with Gloss Bomb. It never gets old. Everything about it from the XXL wand, the texture, scent and feel. But funny enough, some of my favorite products aren’t even out yet.

What’s next for you and the world of beauty?

The options are pretty much unlimited in the world of beauty, and I love challenges, so I’m going to continue to have fun and push the boundaries in this industry.

A collection! #FentyBeauty

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