The Rihanna for River Island campaign is a glossy, big-bucks operation featuring four hot-right-now models shot by Lachlan Bailey, make up by Gucci Westman and hair styling by Rih’s own stylist Yusef Williams. And if you know any of those names you’ll know they don’t come cheap.

But none of this advertising expense will offer the same return in sales as Rihanna’s simple move of stepping out to the dentist decked out in her own designs. Aside from the Chanel cap, this is a head to toe advertisement in action – and we’re totally buying it. Camo was already bang in the centre of our fashion crosshairs thanks to Christopher Kane and Michael Kors, but now we want to do it brash and bad like Rihanna, with crisply pressed indigo boyfriend jeans and slut red lips.

It’s her second ‘#RIHverIsland’ (see what she did there?) look in as many days. The black cropped hoody was ok but this look is kind of everything. And clever businesswoman that she is she’s splashed it all over her Instagram with an invitation to pre order (we’re just surprised she didn’t call it pRIH order).

So in case you needed any further proof that camo is A Thing for autumn, you can take this is the Grand RIHveal for what you’ve all got coming.

Here are a few more camo looks to get you started.