This week on #TheMJFamily @JustJules got on the black Ivy playbook to create his summer line. We’ll show you how it all went down! A post shared by badgalriri (@badgalriri) on Jul 14, 2016 at 12:17pm PDT
*The experience of producing a fashion line itself can be stressful. But when you add in who the brand is created for, it can feel like little more than a marriage.
Rihanna began her collaboration with Jason Jules back in 2014 and in just three years, they have created four special limited edition clothing lines for her in collaboration with British retailer, River Island.
It was the same year that Jules and Rihanna (whom Jules refers to as “She”) began personally shooting the images that are part of Jules’ new “Jason Jules x River Island” collection with high fashion photography.
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Now, in his three year anniversary collab with River Island (which includes an eyewear line), Jules and the Barbadian queen (who collaborated with Jules last year on a similarly themed handbag line) are at it again, producing a men’s summer apparel collection.
#TheMJFamily: How #JasonJules was inspired by Rihanna’s 80s teen rebellion style and adopted the signature look. A post shared by badgalriri (@badgalriri) on Mar 23, 2018 at 10:09am PDT
While #TheMJFamily series doesn’t include any photos with RiRi, the style of the new line is reminiscent of the 80s, when Jules was an adolescent and was widely influenced by French singer Françoise Hardy, Pharrell Williams and Black Ivy fashion trend forebearers.
#TheMJFamily: Jason Jules and Rihanna make it rain in the sky! A post shared by badgalriri (@badgalriri) on Jul 22, 2016 at 6:21pm PDT
The first photo that Jules and Rihanna made on the set of her River Island campaign (which has since been officially released by the label and its parent company, Associated British Foods) featured a pair of oversized ballerina pumps that were designed in tribute to RIhanna’s 90s concert outfits.
“I mean, it is her shoe collection,” Jules said of designing for RiRi, in an interview with PEOPLE. “So it’s her entire style.”
#TheMJFamily: Explaining their collaboration, Jules explains why #JasonJules was inspired by 90s teenager rebellion fashion, explains the shades of Fenty in the mirror, and explains his love for Halloween. A post shared by badgalriri (@badgalriri) on Aug 28, 2017 at 1:16pm PDT
The second photo Jules captured from that shoot shows a troupe of dancers performing in the art of swing style, a throwback to when swing dancing was popular in the pre-counterculture 80s and early 90s.
#TheMJFamily: Rihanna shakes her best moves at the #RiverIslandFallHoliday campaign shoot. A post shared by badgalriri (@badgalriri) on Sep 19, 2016 at 6:43pm PDT
“As a dancer, you’re limited with styles you can wear,” Jules said of his design process with Rihanna. “So that’s why I love the ballet shoes – you only have a limited number of patterns and colors that you can use. I love the contrast of this most basic heel, and it really does reflect her world and her ethos.”
#TheMJFamily: Jason Jules and Rihanna wear one of the more outrageous images from the #JasonJules x River Island collection. A post shared by badgalriri (@badgalriri) on Jun 23, 2017 at 10:32am PDT
#TheMJFamily: Being friends with Tom Cruise makes Jules’ design work easier. A post shared by badgalriri (@badgalriri) on Jul 9, 2017 at 2:46pm PDT
“Of course I’m going to be inspired by that,” Jules said of the Olympics opening ceremony and 2016 pop culture flashpoint where Tom Cruise ran on a field and pummeled a bull in a paint-spattered face mask. “But it’s also looking at people who have the right personal style that you want to make the clothing for.”