Standing on the shoulder of giants, with names like David and Victoria Beckham, Christian Ronaldo and Megan Fox previously mantling the role of Armani ambassadors, Rihanna has still managed to make it her own and brought something truly unique. Or as Mr. Armani puts it: “Rihanna is a great artist. Her personality, charisma and energy made it a pleasure to work with her. She perfectly embodies the contemporary and youthful spirit of Emporio Armani Underwear and Armani Jeans”.
The campaign itself was shot in an garage in New York by the photographer Steven Klein, invoking the overall industrial and urban theme of this season’s collection. The campaign shots introduce a sultry Rihanna looking straight into the camera with a vintage classic car as a backdrop. All in black and white, emphasized by the debut of Rihanna in a white mop hair cut. Proud, confident and bringing her ‘A’ game, she explains where her oodles of confidence comes from “….I just feel sexy. My body is comfortable, and it’s not unhealthy, so I’m going to rock with it.” As an important part of the new Campaign, a short film showcasing that natural sensuality, magnetic persona and burgeoning acting skills was produced.