Rihanna’s hot label – Boy London, available at Selfridges

She is probably the hottest star in the world at the moment, so when Rihanna choses to wear a label for her appearance on the Jonathan Ross show, there can be no surprise when that same label posts a 45% rise in orders over the weekend alone.

The label in question is the iconic Boy London. I love this label so much because it reminds me of being a little girl who idolised a totally gorgeous Madonna, who often wore the label in the 1980s. The label was famous for the eagle logo t-shirt that was much-loved and much copied during that period.

And now Rihanna has shown it to be one of her labels of choice, wearing the ‘Boy’ cap on a regular basis, and she has also worn iconic repeat print leggings, in the video for her single You Da One, and posted an image of herself wearing the ‘Boy’ logo cap on Twitter last week. She wore a fabulous shirt and swirly mini skirt whilst being interviewed by Jonathan Ross.

Dee Sarai, General Manager of Selfridges Birmingham comments: “Boy London is firmly on the radar of fashion enthusiasts and is now available exclusively in Birmingham at Selfridges. It’s great to see an international star championing one of our underground labels. The reaction from customers has been fantastic; 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.”

Boy is perfect for Rihanna. Original, edgy, but with the added impetus of being a little bit of fashion history, Boy appeals to the tomboy in the Bajan singer, and she shows it off to the best possible advantage.

To get the Rihanna look, it may pay to hit the menswear department! Here are some of the hottest looks available from the Boy London range at Selfridges.