Rihanna and Colette open ANTI World Tour pop up
Rihanna has taken cues from Kanye West, Drake and Justin Bieber and opened a pop up shop at Colette in Paris for her ANTI World Tour. The pop up opened on Monday and offers tour merchandise, Fenty by Rihanna footwear, collaboration styles with Manolo Blahnik, Dior, and Stance, and the Rihanna Fragrance Collection.
The ANTI Tour merchandise consists of t-shirts, sweatshirts and caps featuring pictures of Rihanna and the words “Role Model” crossed out with a single line. The collection is offered in black, white, grey and orange and range in price from €35 to €70. Rihanna’s loyal fans that can’t make it to the weeklong pop up can shop the entire offering on the Colette website.
The denim-inspired Manolo Blahnik shoe capsule the most expensive available products ranging in price from €845 for high-heeled open-toed sandals and pumps to €3,835 for the thigh-high belted boots. The singer and Blahnik launched the capsule in March 2016.
The Puma footwear styles include the Leadcat slides and the popular Creeper sneakers in an orange, navy and yellow camouflage pattern. The singer serves as the Women’s Creative Director at Puma and has been heralded for boosting the brand's women’s sales. Rihanna also serves as Contributing Creative Director at Stance, and she has designed three collections to date for the brand. The latest collection, which includes socks, stockings and anklets, is available at the pop up as well.
The temporary shop’s offering is rounded out by Rihanna’s fragrance collection, which includes the latest Crush scent, and the Dior x Rihanna sunglasses that launched in May.
The ANTI singer’s pop up is very different from recent pop up shops from Kanye West, Drake and Justin Bieber. Drake promoted his Views album in April with a traveling pop up that opened in New York City and Miami. Instead of selling OVO Brand merchandise or collaboration pieces with Jordan Brand, Drake gifted guests with products.
Bieber took over VFiles for two days to sell his Purpose Tour merchandise with Fear of God designer Jerry Lorenzo, who designed the merchandise and pieces for the tour. A number of Purpose Tour styles are currently being sold at Barneys New York and are available for pre-order.
Kanye West started the music artist pop up shop trend in March with his Life of Pablo pop up in New York City. The shop, which according to West generated $1 million in 2 days, sold concert merchandise that debuted at the Yeezy Season 3 fashion show at Madison Square Garden during New York Fashion Week. After opening in New York City, West took his pop up to Los Angeles and Paris.
The temporary shops all opened within a span of five months and all managed to attract hundreds of fans that lined up in droves. What began as a trend may become the norm for music artists. West, Drake, Bieber and Rihanna all promote other brands that cash on in their popularity, but it seems the artists understand just how much their names can sell products and just how much buying power their fans have.
The Rihanna ANTI Tour pop up at Colette will run through Saturday, July 30.
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