Parisian retailer Colette opened up a Rihanna pop-up shop that will run for five days and will give fans a chance to sport Rihanna style by buying her merchandise. The songstress has collaborated with a ton of designers and brands over the years but it's not always easy for interested consumers to get their hands on her merchandise.
The pop-up is timely considering Rihanna is on her 'ANTI' world tour and will be in Europe at the same time, with the last day of the pop-up coinciding with Riri's Paris concert. Along with Anti Tour merchandise and Rihanna perfumes, shoppers will be able to buy products from the singer's collaborations with Stance, Puma, Dior Eyewear and Manolo Blahnik.
Celebrity and fashion collaborations are on the rise, especially with urban musical artists who are considered to be at the forefront of 'cool' and have a massive influence on their audience. Prominent brands who feature stars as co-designers are able to feed off of celebrities' popularity and endorsements, which increases sales and heightens the brand's appeal to masses -- particularly with Millennials and Gen-Z.