New short film featuring Rihanna
Trying to wrap your head around the ‘tour de force’ that spells Rihanna is not an easy task. With five highly successful studio albums under her belt selling over 20 million copies, making her one of the best selling artists of all time and the youngest artist in Billboard charts history to achieve ten number-one singles on the Billboard Hot 100, her career has had the trajectory of a missile launch.
Little surprise then Armani chose Rihanna as the new face of Armani Jeans and Emporio Armani Underwear. Given her innate sexiness, strong spirit and magnetic persona, she’s the natural spokesperson for the edgy and confident Armani Jeans and Emporio Armani Underwear customer.
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. Shot by the director behind some of Madonnas biggest videos, Johan Renck, it combines traces of metropolitan storytelling, cops ‘n robbers movies with an ode to film noir, but with a lighter and ironic touch.
Our tale begins with Rihanna in the back seat of a car. Being given a leather bag through the window by a guard of sorts, she proceeds to undress… The rest? See for yourselves.