Are Rihanna And 'River Island' Really Perfect Partners?

Amongst other things (like her music) Rihanna is well-known in the pop world for her raunchy stage outfits and outlandish attire. She changes her hair every five minutes and in the minutes in between those five minutes, she can usually be spotted getting a new tattoo of some description. This is all very well and good and is, of course, perfectly normal behaviour for one of the world's biggest pop stars. So why, you may be asking yourself, is Rihanna teaming up with River Island to create a new fashion range?
Are River Island trying to break away from their middle-of-the-road high street image? Or is Rihanna getting ready to swap her hot-pants for a nice sturdy pair of boot-cut jeans? Some smart office wear, perhaps for those lengthy business meetings with her record label? According to The Press Association today (July 17, 2012), Rihanna said of the forthcoming clothing collaboration "I've been wanting to design my own collection for some time. River Island is the perfect partner for me to collaborate with and working with a British, family run business also really appealed to me."
Her foray into fashion doesn't end there, either. Apparently, the 'Rude Boy' singer will act as executive producer on the new Sky Living TV show 'Styled to Rock.' Rihanna says that her decision to work with River Island stems from her love of the UK capital. "I find London really inspiring and River Island loves to have fun with clothes. I'm looking forward to working with them and creating something really special."