The Designer Behind Rihanna’s 'Loyalty' Look

BY now you will have seen Rihanna and Kendrick Lamar’s Bonnie and Clydeantics in music video ‘LOYALTY’. The duo are plunged into various surreal and dangerous situations – the edge of a high-rise building, a car chase – in order to demonstrate Lamar’s dedication to his lady, as well as defending his own honour, during the duration of the hip hop track.

Dangling off a tower block and doing doughnuts in Lamar’s motor marks just another day in the office for Rihanna, who is currently on silver screens as shapeshifting cabaret performer Bubble in Valerian and the City of a Thousand Planets. Throughout the ‘LOYALTY’ video, which is directed by Dave Meyers & The Little Homies, she’s immaculate as Lamar’s racy right-hand woman.

Having graduated from Esmod Seoul in 1992, Juun. J has been in the fashion industry for some time. He founded his first menswear label Lone Costume in 1999, and transformed it into his namesake brand in 2007. Over the years he’s honed his avant garde style of “street tailoring” into pieces that appeal to those looking for attitude with their outerwear. Rihanna, who is known for her love of menswear, was the perfect candidate for Juun. J’s moment in the hip hop spotlight.

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