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Loewe: Rihanna's brand of choice for the Super Bowl
Rihanna's long-awaited return to the stage left no one unimpressed. After a five-year hiatus following the release of her eighth album "Anti" in 2016, the Barbadian singer gave an epic performance at the now iconic Super Bowl half-time show. More than 100 million viewers tuned in to watch Patrick Mahomes' Kansas City Chiefs defeat the Philadelphia Eagles.
The artist performed "Bitch Better Have My Money" wearing a monochrome outfit styled by Jahleel Weaver, her go-to stylist for many of her public appearances. She wore a silk jumpsuit by Loewe designed by Jonathan Anderson, finished off with a rigid bustier that resembled armour on her chest, and a stunning quilted oversized coat by Alaïa, custom-designed by the brand's creative director Pieter Mulier. The internationally-renowned star surprised many industry insiders, who had expected her to wear a look by an African-American brand or designer.
"I am very excited to have been part of this unforgettable moment. Rihanna is a true icon and working with her to bring these scenic looks to life is like a wild and wonderful dream," said the creative director of the Spanish brand, owned by the luxury group LVMH.
The streetwear inspired look, reminiscent of the world-famous looks worn by the stars of the Spanish Netflix series La casa de papel, stood in stark contrast to the outfits worn by the dozens of dancers who performed alongside the singer. Sporting casual white looks, cargo trousers, tops or hoodies and sports bras or boxers from the singer's Savage x Fenty brand, Rihanna took centre stage as she ended her performance floating on an elevated platform in the middle of the State Farm Stadium in Arizona.
As for her accessories, Rihanna donned diamond earrings by luxury jewellery brand Messika in one of the most talked-about performances of the year. The singer also wore a pair of red sneakers from the collaboration between MM6 Maison Margiela and Salomon.
In 2023, the cost for a 30-second Super Bowl advertisement is expected to have risen to more than 7 million dollars. There is no doubt, therefore, of the value for European brands such as Loewe or Alaïa of being on screen for almost 15 minutes and dressing one of the most influential celebrities on the planet.
The artist has been focusing in recent years on the business development of her inclusive lingerie brand Savage x Fenty, her make-up brand Fenty Beauty and the promotion of her own fashion line Fenty with the support of LVMH, her only failed venture that was discontinued in 2021.
Rihanna also used her performance to publicly reveal her advanced stage of pregnancy. The singer highlighted her baby bump with her choice of clothing, the same way she did during her first pregnancy, when she wore an unforgettable see-through black dress to a Dior fashion show in March.
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