For us Brits, the frenzy that accompanies the American Superbowl - the annual final of the American Football League NFL – is hard to quantify. Perhaps if you multiplied the Wimbledon final by the FA Cup match, you might be some way there. An eye-watering 100 million Americans tuned in to see the San Francisco 49ers take on the Baltimore Ravens. But the real show was obviously all about Beyoncé, whose Superbowl half time performance included not just a reunion with her former Destiny’s Child bandmates Kelly ‘n’ Michelle, but a showcase of the New York based designer Rubin Singer.
Wowing the New Orleans Super Dome crowds in her leather bodysuit made with strips of python and iguana with insets of lace, Beyonce shook her famed booty in the sexy, but pretty bodysuit. Storming on to the stage with a waist cinching motorcycle jacket on top of the revealing all-in-one, Mrs Carter whipped the audience up into a frenzy.
So who is this Rubin Singer and why did Beyonce choose him to design this iconic stage look? An A-list favourite, Singer’s looks have been sported by Lucy Liu, Alicia Keys and Heidi Klum, but it is his relationship with Beyonce that has catapulted him into the fashion spotlight.
Singer has a long family tradition in fashion – his father Alik designed costumes for the Bolshoi Ballet while his grandfather dressed Russian royalty and Soviet political figures. Moving to New York early in his career, Singer nailed a gig designing at Oscar de la Renta then went on to head up a selection of Bill Blass licenses. He then had a stint as head designer at Kai Milla – the fashion brand started by Stevie Wonder’s wife – who knew!
Launching his own line in 2007, Singer has become known for his couture level attention to detail as well as his show stopping stage costumes – so it’s little wonder he caught Beyoncé’s eye!