MONSTER MASH: Frequent Balmain wearer Rihanna is taking her love of the French label to the next level by appearing in its spring 2014 ad campaign, WWD has learned.

Slated to break in a range of January fashion titles, the ads were shot in New York by Inez van Lamsweerde and Vinoodh Matadin.

“In front of the camera, she makes you feel like she is the only girl in the world,” said Balmain’s creative director Olivier Rousteing, characterizing his casting coup as a dream come true.

“When the woman that inspires you wears your creations, your vision feels complete,” he added, describing the “icon” of his generation as uncompromising, fresh and modern.

Even with her hair obscuring part of her face, the pop diva — who appears with Eminem on the chart topping single “The Monster” — is unmistakable with her riveting gaze and signature tattoos.

Atelier Franck Durand took care of creative direction for the campaign, with styling by Mel Ottenberg.

 

Update – Read what Olivier Rousteing, creative director of Balmain, has to say about Rihanna.

“I met her six months ago, when she came to the studio during her Diamonds Tour, and I just loved her,” the designer recalls. “She invited me to her concert, and I invited her to my show, and she started to become a good friend of mine. Obviously, we text all the time, and at one point, when I was working on the Spring collection, I told her she was the inspiration and that I wanted her in the campaign. It all started like that.”

Styled by Rihanna’s own stylist Mel Ottenberg and lensed by Inez & Vinoodh, the ads, which will hit magazines in January, were apparently shot to the tunes of Prince.

“We listened to it super loud, and she was dancing in the clothes—but she really owned them. She tweaked everything. She chose what she wanted to wear, she had a great vision, and that’s what I love about her,” Rousteing said, stressing that he feels Rihanna is the ultimate icon for this generation. “I wanted the campaign to be about Balmain, but I didn’t just want a model—I wanted a strong, real woman in the clothes. For me, Rihanna is a power. And she pushes boundaries on everything.

“Sometimes,” Rousteing added, “fashion is all about a big machine. And we forget about emotions, and realness, and dreams. But dreams do come true, and this came from something really simple, and easygoing, and real.”

So what’s Rousteing’s favorite Riri song? “I have to be honest. I love the new one, “Monster,” but I think “Stay” is one of the best songs ever. I fell in love listening to this song. And that’s something I’ll always remember.”