Now that's self promotion! Rihanna shows off her Diamond assets and designs as she unveils River Island collection
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And on Monday evening, all eyes were on the Bajan singer as she made appearance at the River Island store in London's Oxford Street to promote her collection.
Arriving in one of her own designs, the 25-year-old looked flawless in a floor length black gown which featured a thigh high split and a cut-out back.
The art of self promotion: Rihanna stunned on Monday as she made an appearance at the River Island store in London's Oxford Street to promote her collection
Flawless: Rihanna commanded the attention of all in attention with her floor length gown
Rihanna slipped into the figure hugging gown as she was joined my models who strutted around the shop floor giving fans and fashion critics a close look at her designs.
Standing in a pair of heeled burgundy sandal, the Diamonds singer accessorised her look with pieces of gold jewellery.
As she showcased her blue talons, Rihanna used a deep shade of red lipstick to highlight her enchanting green eyes.
More than just a singer: The Diamonds star first showed off her collection during London Fashion Week
Flawless: Rihanna strutted along in a pair of burgundy heeled sandals as she accessorised with gold jewellery
Set to be a sell-out: Rihanna beamed as she showed off a pair of boots from her range
Pictured leaving her London hotel before her sultry showing at the launch, Rihanna made sure to hand out hugs and kisses to her fans.
And once en route to the store, the singer took to her Twitter account to let off some excitement.
She tweeted: 'In London launching my #RihannaForRiverIsland collection tonight at Oxford Street! #phuckyoclothingline'.
Fresh off the runway: Leomie Anderson (L) was among the models who helped Rihanna showcase her range
Beautiful: The 25-year-old wore her half shaven hair down in curls and sported a lashing of dark red lipstick
Ready for the main attraction: Fans lined up outside the Oxford Street store in their hundreds
The French and Italian contingent may beg to differ, but for Rihanna no one beats the British when it comes to getting dressed.
'Britain has the most fashionable kids in the world,' the singer said. 'These kids inspired the high-end designers, they say what's cool.'
Speaking to Grazia magazine Rihanna also revealed that her inspiration for the collection was her own wardrobe.
'I designed every single piece in the collection so I could wear it,' the singer-turned-designer told the weekly publication.
'I think my fans trust my style so they'll have fun with it.'
En route: Rihanna covered up with a white leather jacket as she left her hotel and made her way to the launch
Pucker up: Rihanna gave her fans hugs and kisses before she hopped in her car
Read more: http://www.dailymail.co.uk/tvshowbiz/article-2288128/Rihanna-beams-unveils-River-Island-range.html#ixzz2McKZ1s40
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