She can do demure! Rihanna looks picture of innocence as she launches new perfume Nude... but is that necklace a gift from Chris Brown?

Rihanna showed off her demure side as she launched her new fragrance Nude in a virginal white dress and minimal make-up.

The 24-year-old Diamonds singer glimmered in the white gown with lace finish at Macy's Westfield for her third perfume launch.

Accessorising it with a gold chunky necklace, which is believed to be a gift from Chris Brown, the star smiled sweetly as she posed with the curvy bottle of scent.

Spritz: Rhianna looked gorgeous in a simple white gown and gold necklace

Hosting the event Rihanna, who also met eager fans, couldn't stop smiling.

Speaking of the fragrance, which is her third, Rihanna told Women's Wear Daily: 'When creating my first scent, Reb’l Fleur, I wanted it to be a really strong scent – daring and bold. I have gotten more personal with Nude.'

Online the new perfume is billed as: 'Having fruity aromas of guava, mandarin and pear are located at the opening of the composition. The heart is blended out of white flowers: gardenia petals, velvety Sambac jasmine and creamy orange blossom.'

A gift?: Rihanna recently posted a snap of the same chunky necklace as she is wearing suggesting if was from Chris Brown

'You better not give it away': The coy couple have been posting suggestive pictures for weeks, including one image of her new gold choker - believed to be a gift from Chris

She does demure! Rihanna looked innocent in a white dress with lace finish

And although Rihanna may have been picture perfect at the event it was a change to the raunchy snap she shared on Thursday which showed her planting a kiss on her former flame Chris Brown's cheek.

In a caption the 24-year-old also refers to Chris, 23, as her ‘baby’.

The tender image shows Rihanna wrapping her arms around Chris’ neck was he keeps his head down and she nuzzles into him.

Picture of innocence: Rihanna with her third fragrance

Chris crouches on a sofa while Rihanna is cross-legged beside him and leans into him, sporting tiny white shorts and a matching top.

She wrote alongside the telling photo: ‘I dont wanna leave!!! Killed it tonight baby!!!’

Handing out the hugs... Rihanna reduced some fans to tears as she embraced them at the perfume launch

With her navy: The 24-year-old singer beamed as she interacted with her fans