Rihanna’s River Island concert

High Street teams up with singer

In case you were wondering how you would pass the time when tomorrow’s launch of Martin Margiela at H&M is over, then may we take the opportunity to remind ELLE readers that the launch of Rihanna’s collection for River Island is just around the corner.

The collection itself will hit stores in spring 2013 but between then and now the hip fast fashion purveyor will be keeping fans on tenterhooks with what they are describing as a ‘multi-channel campaign’ with the singer.

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This week, for example, will see River Island become one of the first fashion brands to globally stream a live concert from their Facebook page as they provide exclusive access to Rihanna's secret 777 London gig.

Plus, you’ll be able to catch up with all the Rihanna news on their blog

Other events in the pipeline include the chance for RI customers to download Rihanna’s track Diamonds from their website and buy her CD in store.

AND there’ll be VIP tickets to Rihanna gigs up for grabs through the High Street shop’s many online platforms.

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