Stance unveiled its fall 2015 advertising campaign this week, the first to be directed by Rihanna, who was named contributing creative director of the San Clemente-based sock brand in July.
The big reveal just so happened to coincide with the release of Rihanna’s first seasonal collection for the label, 15 sock styles ranging from crew to thigh-highs in a pastel color palette described as “Baby Goth Punk."
Six of the 15 styles riff on the newspaper typography design from the singer’s limited-edition “Murder Rih Wrote” sock that dropped (and sold out quickly) earlier this summer, with the rest mining punk, goth and B-movie motifs.
While all of the offerings manage to kick the humble hosiery up a notch in the style department, our favorite are the knuckle-tattooed toe socks (say that five times fast) with a couple of choice sayings spelled out in Gothic letters — the only repeatable one being “Pedi” on one sock and “Cure” on the other.
“This collection and campaign give people a peek into all sides of [Rihanna’s] personality, from the novelty of the toe socks to the hard edge of the punk prints,” Candy Harris, senior vice president of the women’s division at Stance, said in Wednesday’s announcement. “I think the creative really showcases what fashion is to her. It’s meant to be bold, it’s meant to be fun and it’s meant to be expressive.”
The ad imagery puts the socks center stage and makes the models nearly anonymous by styling them in a range of black, leg-baring outfits with identical blonde wigs that cover the eyes.
The Rihanna X Stance collection ($18 to $28) is available at a range of retailers globally, including Nordstrom department stores nationwide and Opening Ceremony in West Hollywood locally. The full collection is available online at www.stance.com.
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