Rihanna set to show her new clothing range at New York Fashion Week... and she leaks the news herself on an online auction site

It is not every day one announces one's first ever New York Fashion Week show.

But pop princess Rihanna chose a rather low key way of making her grand announcement after revealing the show's existence on an online auction website on Tuesday.

The saucy stunner, who is a fixture at the event as a spectator, has front row seats at her Puma By Rihanna show as a lot raising funds for her charity Clara Lionel Foundation.

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The 27-year-old Umbrella favourite did not even mention the event itself in the tweet she sent out to promote the auction.

She said: 'I’m thrilled to share the #DiamondBall auction on @Paddle8, proceeds go to benefit the mission of @ClaraLionelFdn.'

Bidding on the package for the February 12 event starts at $15,000, and will close on Thursday at 3pm EST.

Of course the canny self-publicist may have realised she would cause more of a stir by not having a grand announcement, and causing much head-scratching in the media at large.

See the latest news and style from Rihanna as she launches New York Fashion Week show 

In addition to front row seats, the lot winner will get a pre-show styling package, backstage access after the show, an after-party invite, and a selection of gifts.

Among these is a piece of each style from the AW16 collection, an autographed Puma by Rihanna BTS framed art piece, and a pair of signed Creepers in each color from the collection.

Diamonds diva Rihanna founded the charity in memory of her grandparents, and it provides services for art, education and culture development around the globe.

The Barbadian beauty is currently riding high in the world of fashion, as her Puma line was the company's highest performing range last quarter.