# Vibrantly Edgy Fashion Ads The Rihanna for River Island Summer 2013 Campaign is Boldly Sensual By Meghan Young | Published 2013-05-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/rihanna-for-river-island-summer-2013 References: [fashiongonerogue](http://fashiongonerogue.com/jourdan-dunn-tao-okamoto-bambi-northwood-blyth-ataui-deng-star-in-rihanna-for-river-island-summer-2013-campaign/) & [riverisland](http://www.riverisland.com/) The Rihanna for River Island Summer 2013 ad campaign might look strangely familiar. That is because it takes place in the same studio arrangement as the [previous campaign](http://www.trendhunter.com/trends/rihanna-river-island-collection) did. Pop megastar Rihanna might like to change hairstyles every chance she gets, but it appears that when it comes to other things, she's happy with what has worked before. And the set does work. Vibrantly edgy, the Rihanna for River Island Summer 2013 ad campaign accentuates the bold designs that are present in the collection. Worn by models Jourdan Dunn, Tao Okamoto, Bambi Northwood-Blyth and Ataui Deng, the looks are made for a [hot and sexy summer season](https://www.trendhunter.com/trends/alessandra-rich). They rock cut-off shorts, [swimsuits and crop tops](https://www.trendhunter.com/trends/country-club) with a rebellious attitude. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 96% | Activity: 92% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Bold Designs:** Opportunity for disruptive innovation: Create bold and edgy designs in the fashion industry to attract a younger and more rebellious consumer base. - **Hot and Sexy Summer Fashion:** Opportunity for disruptive innovation: Develop stylish and provocative summer fashion items such as cut-off shorts, swimsuits, and crop tops to meet the demands of the market. - **Studio Arrangement Campaigns:** Opportunity for disruptive innovation: Explore different studio arrangements for fashion ad campaigns to create unique and captivating visuals. ### Sectors Adopting This - **Fashion:** Opportunity for disruptive innovation: Introduce vibrant and edgy designs into the fashion industry to cater to the preferences of bold and rebellious consumers. - **Apparel:** Opportunity for disruptive innovation: Reimagine the summer fashion market by offering hot and sexy clothing items like cut-off shorts, swimsuits, and crop tops. - **Advertising:** Opportunity for disruptive innovation: Experiment with new and unconventional studio arrangements for fashion ad campaigns to grab the attention of the target audience. ## Related on Trend Hunter - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Dreamy Summer Swimwear Collections](https://www.trendhunter.com/trends/triangls-mirage-drop.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md)