Rihanna surprises fan in the changing room as she’s trying on clothes from her new River Island collection

Apparently the “celeb surprises fan” formula is this year’s flashmob – in July it was David Beckham for Team GB, in February it was Rita Ora for Mastercard, and now we have Rihanna for River Island.

A fan won a competition to attend the party for Rihanna’s River Island clothing launch and sample some of the new collection before anyone else. On stepping out of the changing rooms to show her friends how she looked, she was shocked to be greeted by the singer herself.

http://www.youtube.com/watch?feature=player_embedded&v=ZDkavTY7BF0

This stunt works because it has a combination of winning elements: human interest, the extraordinary clashing with the ordinary, experiential fun, and the fact that the story is instantly understood.

This formula will always make headlines and has already seen pick up on the Huffington Post, the Mail Online and the Daily Star.

Fashion