Rihanna Unveils New Armani Underwear Campaign


Rihanna's latest campaign for Emporio Armani Underwear is out, and it continues the Barbadian singer's legacy of turning up the heat for the brand.

Last season's lingerie and jeans ads featured RiRi as a sultry dominatrix archetype. As her whips and chains-themed "S&M" video attested, she seems to thoroughly enjoy embodying that particular role. But for Spring 2012, Rihanna comes off slightly less debauched, looking girlish and radiant (despite all those tattoos everyone keeps analyzing lately). Mert Alas and Marcus Piggot, the creative duo behind many of pop's and fashion's most dramatic photo shoots, put a "spring" in her step, indeed.

Rihanna, Armani
Courtesy of Armani

Photos: Rihanna's Fierce Fashions

Rihanna's recent modeling and entrepreneurial endeavors have kept her fashion profile high. With a capsule collection for Armani Jeans and two successful fragrances of her own, the singer's upward mobility continues. The next step? Live television.

Signed on to "executive produce" and star in an upcoming, yet-to-be-named U.K. fashion reality show for Sky Living, she will present pop costume challenges to contestants. British chanteuse and fellow style maven Nicola Roberts will host. Conceived as a typical design competition with a twist, the ultimate winner will dress Rihanna on July 8th for the Wireless Festival. While her stage ensembles, like these Armani ads, don't tend to leave much to the imagination these days, that may change as new style influences enter the picture.

Rihanna, Armani
Courtesy of Armani

Rihanna, Armani
Courtesy of Armani


Rihanna to Produce U.K. Fashion Competition Show
Rihanna Rebels With New Fragrance, Shocking New Shoes
Nicola Roberts, One-Fifth of Britain's Biggest Girl Group, Talks Solo Record and Style Ambitions

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