Rihanna proves herself to be the queen of creating global trends. After she wore a red jumpsuit, jacket, and shoes at Super Bowl 2023, the number of searches for these products skyrocketed on Google.
Rihanna proves that even though she has not been active in showbiz for a long time, her name still has the power to create irresistible trends.
On February 12 (local time), the Barbados-born female singer performed at halftime of the 57th Super Bowl football match. Rihanna wore a custom-tailored red design by the Loewe brand. and Alaïa, which includes a jumpsuit, corset, trench coat, puffer jacket and gloves; On his feet he wore Maison Margiela x Salomon sneakers also covered in red. Creating uniformity on her face, Rihanna wears red lipstick from her personal brand Fenty Beauty.
Immediately, Rihanna’s stage costumes caused a global red fashion fever. According to a study from Boohoo , the number of searches for red fashion products increased many times, specifically:
Searches for the keyword “red jumpsuit” like the one worn by Rihanna increased 610% globally, 7 times higher than usual;
The keyword “red jacket” increased by 203%;
Searches for “red puffer jacket” increased by 188%, although no one will buy Rihanna’s exact model because her design was personally tailored by Alaïa brand creative director Pieter Mullier;
searches for “red boots” increased 173%;
and “red sneakers” also increased by 78% after Rihanna’s performance at Super Bowl 2023.
Many people are especially interested in Rihanna’s puffer jacket. The reason is because the female singer deliberately wore a design that paid homage to her close friend, the late fashion journalist André Leon Talley, who passed away in early 2023. When he was alive, André Leon Talley loved wearing a floor-length Norma Kamali coat, as bulky as a sleeping bag. As a result, Rihanna commissioned Alaïa to design a similar jacket, which she wore over a red Loewe jumpsuit while singing Diamonds to close the show.
On Instagram, the female singer also sent greetings to her late friend when quoting lyrics from her song Umbrella : “When the sun rises, we will shine together. I told you I would always be here, forever your friend.”
In addition, Rihanna also openly advertised her personal brand Fenty Beauty when retouching her makeup on the Super Bowl 2023 stage. As a result, the number of searches for the keyword “Fenty Beauty” increased 1,860% on Google behind the scenes. Her performance!
Talking about the above research, a representative of Boohoo company said, “Rihanna is a fashion icon with the ability to cause trends. The proof is that she was awarded the Style Icon award at the 2014 CFDA awards ceremony.
This is not the first time the Good Girl Gone Bad singer has created a red fashion fever. If currently it’s jumpsuits, jackets, and shoes, then in the early 2010s, Rihanna created a similar trend with red hair. When releasing her album Loud (2010), Rihanna maintained her dyed red hair, causing fans to rush to dye their hair similarly. According to information from Google, up to now there are still about 11,000 searches for the keyword “Rihanna red hair” every month, showing her unfading influence.
On the Super Bowl 2023 stage, Rihanna revealed that she is pregnant for the second time. Remember, after she showed off her pregnant belly when pregnant with her first child, a series of fashionistas also revealed similar pregnant bellies. Surely Rihanna’s maternity fashion will continue to create trends in the near future.
