Rihanna may be the spokesperson for Dior, but she prefers to wear street-style clothes designed by young designers, such as Hyein Seo, a Korean designer who graduated from the famous Royal Academy of Art in Antwerp. Her work is sold at Vfiles in New York, KM20 in Moscow and BoontheShop in Seoul. Rihanna has worn HyeinSeo’s designs at Paris Fashion Week, the MTV Movie Awards, and while traveling with Eminem. Most recently, she wore a graduation T-shirt that read "Bad Education."

After Rihanna wore this dress for 8 days, her company Roraj Trade LLC registered the trademark "$CHOOLKILLS" to sell a variety of clothing and accessories from sandals, T-shirts to socks. According to people familiar with the matter, "$CHOOLKILLS" will cover a variety of accessories from handbags to wallets.

Rihanna worked with RiverIsland (British fashion high street brand) from 2011 to 2013, and now she is back in the fashion industry game. Although SchoolKills is not the name of Seo's brand, the style of printing on T-shirts, sweaters and jackets is closely associated with Seo. When a young brand is still in its early stages of development and does not have many resources, the attention and recognition brought by this celebrity effect are crucial.