Since being released in February the fragrance has sold over 2 million bottles and is expected to sell a record-breaking 4million by the end of the year.
At the launch in February Rihanna said: ‘My new fragrance is about taking control but still being a lady.
There’s a feminine, romantic element to the fragrance – but there’s also a defiant quality in it. I love its duality.’
It is the second perfume to be released by the star and is beating Britney Spears (Midnight Fantasy), Jennifer Lopez (Glow), Beyonce (Heat) and even Victoria Beckham (Intimately Beckham for her) in the notoriously competitive celebrity fragrance chart.
Director Anthony Mandler who has worked with the singer on more than a dozen of her music videos since 2006 was brought on board to photograph the Rebelle campaign and given a brief to make it dramatic, daring and sexy.