Selfridges Sales Soar As Rihanna Rocks Boy London on ‘The Jonathan Ross Show’

05 March 2012 by

Selfridges Sales Soar As Rihanna Rocks Cult Label Boy London

Rihanna on 'The Jonathan Ross Show' this weekend

Rihanna’s sartorial choices never fail to go unnoticed and we all have at least one RiRi-inspired ensemble in our wardrobe, right? Okay, we may not go to the lengths of angering Irish farmers with our get-ups, but one thing's for sure: fashion label Boy London has seen a huge surge in popularity since the pop princess wore their wares this weekend.

Rihanna Rocks Cult Label Boy London

As Grazia reported recently, baseball caps are back on the fashion radar this summer so what better way to rock the trend than with the Boy baseball, a snip at just £35? RiRi rocked hers on ‘The Jonathan Ross Show’ this Saturday night, along with a matching top and mini-skirt, before tweeting a picture of her wearing the cap – in bed. As you do... The cult label has been a firm favourite among musicians since the 1970s and with Rihanna as a new follower, their status is set to rise even higher as her fans – and us – attempt to emulate her star style.

Indeed, today Selfridges has reported a sales increase of 45% with over 100 orders placed online on Saturday night alone after the singer's TV appearance. That’s some star power! 'Whilst 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,' says Selfridges Buying Manager, Richard Sanderson. '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.'

As well as wearing the head-to-toe look on telly, Rihanna has also been keeping wintery chills at bay with the brand's printed leggings, £40. So we say make like RiRi and head over to to snap up a piece or two yourself. Quick now, before it all goes... 


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