Rihanna steps out in a white structured tuxedo dress for her fresh brand’s big debut.
It has been revealed that Rihanna’s brand will be an e-commerce only venture supported by temporary pop-up events rather than a permanent store, the first of which will be in Paris in the Le Marais area on Friday the 24th, followed by an online launch May 29th. Riri says the brand will be based in Paris like its parent conglomerate company LVMH, though operating from a digital flagship on a “See-Now-Wear-Now” model, unlike the usual seasonal previewed protocol of luxury fashion.
If you’ve wondered how Ms. Fenty always manages to keep her cool, rest assured she is human and gets anxious too, sharing “Its a facade..there’s pressure every single second. It’s not like crumbling pressure, but it’s like ‘you better get it good girl.’”
A first look at the line
“This is a moment in history”, says Rihanna, 31, at the store’s preview. “It’s a big deal for me and my entire generation”. Fenty has been dubbed the ‘first major house of the Instagram age’.
Fenty will initially be available in 14 countries in Europe and the U.S., opening in Asia by year-end.