The flirty short dress had a revealing neckline, black lace shoulder straps and ruching at the skirt. A black satin sash and a cascading side panel added to the fun detailing of the dress.
The 23-year-old accessorized with nude Christian Louboutin pointy pumps and gold jewelry - oversized hoop earrings and a cuff in her right arm.
Her ultra feminine hairdo stole the show. She tied her red hair in a sleek high knot with middle parted bangs framing her face.
Rihanna walked the red carpet in a similar updo at DKMS' 5th Annual Gala at Cipriani Wall Street in New York City the previous evening. The singer was honored in recognition of her help to leukemia sufferers in finding bone marrow donors.
Rihanna was surprised with the kind of response she got at the Macy's.
"This shit looks like a parade... MACY's" she tweeted as she arrived at the venue in the afternoon.
She thanked everyone after the event.
The fragrance title Reb'l Fleur is inspired by one of Rihanna's nearly 14 tattoos. She has the French words "Rebelle Fleur" written on the left side of her neck that she got inked in the fall of 2010. The phrase means a rebel flower.