Loewe has emerged as Rihanna’s chosen brand for her highly-anticipated Super Bowl performance. After a five-year break from the music scene, the Barbadian singer made a triumphant return with an epic show at the halftime event. The performance was watched by over 100 million viewers as the Kansas City Chiefs defeated the Philadelphia Eagles.
Rihanna’s outfit for the performance was styled by her go-to stylist Jahleel Weaver. She wore a monochrome ensemble from the Spanish luxury brand, which included a silk jumpsuit designed by Jonathan Anderson. The look was complemented with a rigid bustier on her chest that resembled armor and a stunning quilted oversized coat by Alaïa, custom-designed by Pieter Mulier, the brand’s creative director.
The choice of Loewe surprised many industry insiders who expected Rihanna to wear an outfit by an African-American brand or designer. The creative director of Loewe expressed his excitement about being a part of this unforgettable moment, describing Rihanna as a true icon and collaborating with her as a “wild and wonderful dream.”
Rihanna’s streetwear-inspired look stood out against the casual white outfits worn by the dancers on stage, which were from Rihanna’s own brand, Savage x Fenty. The singer concluded her performance by floating on an elevated platform in the middle of the State Farm Stadium in Arizona. She accessorized her outfit with diamond earrings from renowned jewelry brand Messika and a pair of red sneakers from the MM6 Maison Margiela and Salomon collaboration.
The Super Bowl halftime show provided immense visibility for European brands like Loewe and Alaïa, as their designs were on display for almost 15 minutes while dressing one of the most influential celebrities in the world. With the cost of a 30-second Super Bowl advertisement expected to exceed $7 million in 2023, it is evident that the exposure gained by these brands is invaluable.
In recent years, Rihanna has shifted her focus towards the business development of her inclusive lingerie brand, Savage x Fenty, her makeup brand, Fenty Beauty, and her fashion line, Fenty, with the support of luxury conglomerate LVMH. However, her newest venture, the Fenty fashion line, was discontinued in 2021 due to a lack of commercial success.
During her performance, Rihanna took the opportunity to publicly reveal her advanced stage of pregnancy. Her outfit choice emphasized her baby bump, reminiscent of her previous pregnancy announcement when she wore a memorable sheer black dress to a Dior fashion show in March.
Rihanna’s return to the Super Bowl stage was nothing short of spectacular. Her choice of Loewe as her fashion collaborator for the event, along with her memorable performance and pregnancy reveal, solidified her status as a fashion and music icon.
Useful links:
– Loewe Official Website
– Alaïa Official Website
