Rihanna proves herself to be the queen of creating global trends. After she wore a red jumpsuit, jacket, and shoes at Super Bowl 2023, the number of searches for these products skyrocketed on Google.
Searches for red jumpsuits increased by 620% after Rihanna’s performance
Rihanna proves that even though she has not been active in showbiz for a long time, her name still has the power to create an irresistible trend.
On February 12 (local time), the Barbados-born singer performed at halftime of the 57th Super Bowl rugby match. Rihanna wore a red design custom-made by the Loewe brand. and Alaïa, including a jumpsuit, corset, long coat, life jacket, and gloves; On her feet, Maison Margiela x Salomon sports shoes are also covered in red. Synchronizing her face, Rihanna wears red lipstick from her personal brand Fenty Beauty.
Immediately, Rihanna’s stage costumes caused a global red fashion fever. According to a study from Boohoo, the search volume for red fashion products increased many times, specifically:
Searches for “red jumpsuit” like the one Rihanna wore increased 610% globally, 7 times more than usual; the keyword “red jacket” increased by 203%; searches for “red life jackets” increased by 188%, although no one will ever buy an identical model of Rihanna as her design was personally tailored by Alaïa brand creative director Pieter Mullier; searches for “red boots” increased by 173%; and “red sneakers” also increased 78% after Rihanna’s performance at Super Bowl 2023.
Many people are especially interested in Rihanna’s life jacket. The reason is that the singer deliberately wore a design that pays homage to her close friend and late fashion journalist André Leon Talley, who died in early 2023. In her lifetime, André Leon Talley loved it. wearing a floor-length Norma Kamali coat, as big as a sleeping bag. As a result, Rihanna commissioned Alaïa to design a similar jacket, which she wore over a red Loewe jumpsuit as she sang Diamonds at the end of the show.
On her Instagram, the singer also sent greetings to her late friend, quoting the lyrics of her song Umbrella: “When the sun rises, we will shine together. I told you I’ll be here forever, forever your friend.”
In addition, Rihanna also revealed ads for her personal Fenty Beauty brand when applying makeup on the Super Bowl 2023 stage. As a result, the search volume for the keyword “Fenty Beauty” increased by 1.860% times on Google behind the scenes. Her performance!
Talking about the research above, a representative of Boohoo said, “Rihanna is a fashion icon that has the potential to set trends. The proof is that she was awarded the Style Icon at the 2014 CFDA Awards.
This is not the first time the Good Girl Gone Bad vocalist has created a red fashion craze. If it’s now jumpsuits, jackets, and shoes, in the early 2010s, Rihanna created a similar trend with red hair. When releasing the album Loud (2010), Rihanna maintained her hair dyed red, causing fans to flock to dye their hair similarly. According to information from Google, to this day, there are still about 11,000 searches for the keyword “Rihanna red hair” monthly, showing her unfailing influence.
On the Super Bowl 2023 stage, Rihanna revealed that she was pregnant for the second time. Remember after she showed off her pregnant belly when she was pregnant with her first child, a series of fashionistas also revealed the same pregnant belly. Certainly, Rihanna’s maternity fashion will continue to create trends in the near future.
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