Fenty, a new luxury brand owned by Rihanna, debuted in Paris at a pop-up store on the 24th of May. A few days after, it was also launched online.
Dior creative director Maria Grazia Chiuri and Balmain creative director Olivier Rousteing graced the launch.
Fenty is the latest among the singer’s business ventures which includes Fenty Beauty, a cosmetic brand launched in 2017, and Savage x Fenty, a lingerie label launched in 2018.
This business venture makes Rihanna the first black woman to build an original brand under the umbrella of the French luxury conglomerate LVM H, joining other luxury labels such as Louis Vuitton, Dior, Fendi, and Givenchy.
The singer has previously crafted a collection for the fashion brand River Island and was also the creative director of Puma back in 2014, but Fenty is her first undertaking in the luxury market.
Rihanna disclosed that she moved to London before the launch, keeping her identity a bit disguised when going around the city.
The singer said her collection is based on her principle that women are the forces of the earth and she not only sees women as adaptable, complex, and vulnerable but also bulletproof. She claims that her brand celebrates the intricacies of women and she feels thrilled to see women in her clothes.
Pieces from her collection are easy to wear and to mix and match and are meant to be wardrobe staples. LVM H shares that Fenty will not do the usual seasonal collection previews just like other luxury brands and will instead market through varied incremental releases on “See-Now-Wear-Now” models.
Fenty is developed by Rihanna with the collection centered on her. It follows her vision of ready to wear clothes, shoes, and accessories that promote the brand’s commerciality and communication.
Rihanna’s business ventures are largely distinguished for their inclusivity. Upon its debut, the Fenty Beauty cosmetic line launched a wide range of shades of foundation. Her lingerie line has also been commended for their collection that caters to various skin tones and body types.