Introducing Fenty || Rihanna’s Latest Business Venture

Rihanna

In an interview with T Magazine, Rihanna speaks on her latest business venture into the fashion world, adding a clothing line to her Fenty roster which holds Fenty Beauty and Savage X Fenty lingerie thus far. Rihanna will be the first black woman to run her own luxury brand under LMVH. This has been in the works for some time now as Rihanna has been living in London for the past couple of months to be closer to her Fenty team.

 

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Riri stepping out braless in plunging silver dress on NYE in Mayfair, London

Last night the brand released an official campaign video on their fresh instagram handle’s page which featured accessorised models in oversized suits, denim, neutral toned blouses and glimpses of ‘badgalriri’ herself touching them up behind the scenes as well. Rihanna tells of how she references herself through the melding of both feminine and masculine silhouettes when designing the collection “I use myself as the muse. It’s sweatpants with pearls, of a masculine denim jacket with a corset. I feel like we live in a world where people are embracing every bit of who they are. Look at Jaden Smith, Childish Gambino. They dare you to tell them not to”.

 

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The clothing line takes the Bajan “Work” singer’s eponymous middle name ‘Fenty’, perhaps this will be the new core of her Fenty brand, with her makeup and lingerie lines being offshoots, seeing as it gets the stand alone name. The FENTY clothing line will officially launch on the 29th of May 2019 with ready-to-wear garments and will also include footwear and accessories, with supposedly no inter-season anticipation and long waits!

 

Rihanna

 

She tells T “as a consumer, I hate seeing something on the runway and then having to wait six months for it. The brand is not traditional. There is no runway show. It’s a new way of doing things because I believe that this is where fashion is going to go eventually.” When asked by interviewer Jeremy O’ Harris if there was “Any white knuckling in the LVMH offices when you presented this distribution model?” as he notes tradition is a major pillar of the company, Rihanna reveal “Believe it or not, it’s the thing that actually excited Mr. Arnault. He hasn’t started a brand from scratch for a while. It’s his baby as well. He is so hands-on, which validates how I handle things.”

On collaborating with LMVH, Rihanna shares “I’ve been slowly evolving throughout the fashion world. First wearing it, buying it, being recognised for my style and then collaborating with brands. I never just wanted to put my name on something and sell my license. I’m very hands-on, so I wanted to take it slowly and gain respect as a designer. I already had a relationship with them after the Versailles campaign and the makeup line, so they extended the offer to me and it was a no-brainer because LVMH is a machine. Bernard Arnault was so enthusiastic; he trusted me and my vision.”

FENTY will of course maintain its inclusivity ethos, as established with her her makeup line’s expansive shade ranges and iconic diverse cast of runway models for the Savage X show. All clothes will be go up to [French] size 46, Rihanna shares “I’m thick and curvy right now, and so if I can’t wear my own stuff then, I mean, that’s not gonna work, right?”

 

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Prices will range from $200 — $1,500, with T-shirts being the cheapest and outerwear running between $1,100 — $1,500. Jewellery from $350 — 600 and shoes from $600 to $700.

 

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We can’t wait !