Another feather to her cap; Rihanna’s the New Creative Director of a … Sock Brand
Rihanna always surprises us–one minute she’s sporting athletic tights and a crop top, and the next she’s red carpet Rihanna in a sparkly, see-through gown and all glammed up. Her latest fashion move might be her most unexpected yet though: The pop star’s just been named contributing creative director of Stance, the official sock provider of the NBA.
Yes, Rihanna is the creative director of a sock company.
According to Candy Harris, VP of womenswear at Stance Socks, it’s partly RiRi’s versatile style that landed her the gig: “She’s one of the few women in fashion whose style can go from street to couture in the blink of an eye,” she said.
A limited collection of over-the-knee and crew-cut socks, called “Murder Rih Wrote,” will launch the partnership.
“I know a lot of people are probably saying, ‘Why socks?,’” admits Harris. “And that’s really the beauty of it, and that’s why Rihanna’s perfect, because she’s constantly innovating and looking to see what’s next. Socks are not really a trend; they’re a fashion staple.”
Rihanna’s committed to Stance for a full three years, and will both star in campaigns and design collections for the brand, a multi-faceted role. Performers and actors are usually paid for use of their name and face—or music—to help sell a brand . Now, they’re being asked to craft the actual campaign they’ll appear in—their opinions are valued and executed. They get to choose the photographers and directors they want to work with. It’s more about the business role of the celebrity in the campaign than the money.
While the first full collection won’t be available until later in the year, the teaser capsule consisting of 1,500 crew-cut socks and 1,000 pairs of high-knee socks have just been released.