In its current Framework Programme for Research and Innovation, Horizon 2020, the European Commission identified Responsible Research and Innovation (RRI) as a cross-cutting issue. The responsibility for RRI as a cross-cutting issue lies with the subprogramme Science with and for Society (SwafS). A recurrent theme in the SwafS Expert Advisory Group meetings was the lack of clarity about what RRI is supposed to be. This is an entrance point into a broader reflection on RRI discourse being like the new clothes of the emperor – or perhaps there is not even an emperor (yet). What is happening in and around RRI can be interpreted as conferring reality on this emperor (RRI) by clothing him.