Whatever Rihanna touches instantly turns into gold, and the statement refers not only to her record-breaking singles and albums, but also her ventures in the fashion industry. Not for nothing has she been announced as the most marketable celebrity of the year due to her hard work as Puma creative director, which has resulted into a major boost of the Puma product sales worldwide. The latest Rihanna x Manolo Blahnik shoe collection for 2016 dubbed Denim Desserts, which launched just this week, is the next winning collaboration between the singer and a famous fashion brand, as it even managed to crash the Manolo Blahnik website several times.
Comprising embellished ankle booties, killer over-the-knee boots, strappy heeled sandals and peep-toe sequined pumps in denim, the limited edition Rihanna x Manolo Blahnik shoe line stocked only 400 pairs of shoes in the brand’s units in London, New York and Hong Kong, at the same time offering special orders on the brand’s website featuring a sketch sign by Rihanna and Blahnik. Rhinestones, beading, lacing and embroidery inspired by Rihanna’s tattoos are just some of the embellishments the go-with-everything denim shoes from the collection feature, turning each pair into artsy accessories ready to effortlessly elevate daytime or special occasion outfits.
There are only six styles of shoes included in the collection with the prices set between 650 and 2950 pounds for each pair, i.e. $940 and $4265 respectively. Despite the limited number of designs, the collection manages to cater to various styles and interests, as there are edgy over-the-knee boots for the bold and self-confident fashionistas out there looking for new ways of boosting their sex appeal and standing out in the crowd, some classic pumps for wearing to wedding parties and proms, and sandals that can be perfect finishing touches to casual-chic daytime looks and pretty cocktail dresses.
As Kristina Blahnik revealed in her interview with WWD, the collaboration was more like a “pop project” for having fun rather than being a consumer-targeting collection. Still, we can rightly say it has positively impacted the brand’s image and sales, injecting some freshness into its iconic legacy.
According to Blahnik, the sales of their denim shoe collection have been “steady and consistent” both in their stores worldwide and online, yet it was the e-commerce platform that showed particularly brilliant results, driving so much traffic to the website that it crashed within the very first minutes of the collection launch. Moreover, the e-commerce platform also “proves Manolo and Rihanna’s global reach, even selling a pair in Vietnam. There has also been a rise in the seasonal fashion collection sold online, which demonstrates that the collaboration is bringing a more directional customer to the brand,” as Kristina cited.
We hope Manolo Blahnik considers other exciting collaborations in future, but meanwhile we rejoice at the fact that the brand is growing and expanding, also reaching the Asian market. They are opening up new stores in Japan this year, as well as plan to open a shops-in-shop at Selfridges, in London.
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