One way to grab more attention to your new clothing range (apart from looking amazing yourself in pieces from it) is to get an A-list star to turn up to an otherwise Z-list party to celebrate its launch.
After wowing the crowds at the unveiling of her River Island collection on Oxford Street, Rihanna slipped into another cool outfit from her new range - double denim boyfriend jeans and a white crop top - and hotfooted it over to the DSTRKT nightclub.
And who else should show up to the shindig? Only Will Smith (random?), who rubbed shoulders with the likes of, erm, Little Mix, Fazer, Lydia Bright, and Jahmene Douglas (remember him of 'Jahmazing' X Factor fame?). Yes, it's a brain strain, so imagine how Will must have felt...
See all the pics from the Rihanna For River Island launch here: