"River Island is London-based and we had to do it here," Rihanna said over the thumping bass of hip-hop music. "It's home to the brand and this is where my opportunity was birthed and my relationship started with River Island right here in London, so it was only appropriate and London Fashion Week is something I have never done. I've never even attended it so my first Fashion Week in London is my show and that's amazing."
The styles of her new line ranged from simple monochrome looks to elegant, semi-sheer dresses.
"The girl that would wear [River Island] is full of personality, full of sass but loves fashion most of all," said Rihanna. "They just love fashion and they want to express themselves with what they wear. That's what I like to do."
Rihanna's River Island collection will be released in select River Island stores and online on March 5.