London department store Selfridges saw an increase of over 45% on online orders placed for the Boy London range (carried exclusively by the store) on one night alone after Rihanna’s appearance on a British television chat show.
Whether out of her own choice or fulfilling endorsement agreements, the singer has been spotted wearing garments from the Boy London range on several recent occasions for a series of promotional appearances in the UK. This included scenes in the music video for her single You Da One, and also on a photograph of herself wearing the Boy logo cap posted on Twitter last week.
The label has garnered a cult fashion status since it was created in 1977 by Stephane Raynor, and it has been witnessing a significant revival as of lately. Selfridges launched the Boy London men’s collection this month, carrying unisex tees, sweatshirts, caps and leggings. The store’s Buying Manager Richard Sanderson commented that “[w]hilst Boy London is firmly on the radar of fashion enthusiasts, it remains a bit of a hidden gem for London – so it’s great to see an international star championing one of our underground labels. The reaction from customers has been fantastic, particularly on our online store. We’re seeing both men and women buying into the unisex range. Rihanna’s style kudos is clearly having an impact on her UK audience.”