Rihanna Designer Adam Selman: Behind The Seams

Welcome to Behind the Seams, the Hook video series that features Billboard.com fashion columnist Gregory DelliCarpini Jr. talking with top designers about the connection between music and style.


See Rihanna wearing Selman's designs, plus peek inside his New York studio.

Rihanna's style in just three words? Designer Adam Selman, the mastermind behind several of the singer's looks for the last two years, says, "Easy. Sexy. Familiar."

"Her street style has evolved into her stage style," the Texas-bred designer says of the Barbadian hitmaker. "Everything doesn't have to be embellished. It can be simpler so that she can shine and it's not necessarily about the clothes; it's more about her."

Brought into Rihanna's world by the star's stylist in 2011 to work on her Loud tour -- and called back to work with her again and again since -- Selman has been responsible for many memorable Rihanna fashion moments including the pineapple bikini she wore in her Vita Coco ad and the white dress she wore to the "Battleship" premiere.

Raised in a religious household where secular music was forbidden, he nevertheless grew up to become a fan of both music and style. His interest in design first led him to consider being a sculptor, but he quickly turned his attention to draping the human form.

And as for his future, it too will involve Rihanna. The singer is currently wearing Selman's diverse styles on her Diamonds tour, which runs through early October. And Selman divulges that his next project will center on her.

More Behind The Seams Q&As:
Patricia Field | Charlotte Ronson | Betsey Johnson
Christian Siriano | Jeremy Scott | Rebecca Minkoff


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