Rihanna Debuts Fenty Collection in Partnership with LVMH
Singer, actor, and beauty mogul Robyn “Rihanna” Fenty surprises fans once again with the debut of her first Fenty luxury clothing line.
In a partnership with LVMH, the collection consisting of ready-to-wear apparel, jewelry, shoes, sunglasses and accessories will be available for sale beginning Friday, May 24, at a pop-up in Paris. The entire collection won’t be available to international customers until May 29 when the official website launches. Rihanna unveiled her much-anticipated Fenty clothing line at an intimate preview in Paris on Wednesday.
In an interview with T magazine, she revealed that she is involved in much more of the process than fans would expect. She said, “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.”
A self-proclaimed control-freak, Rihanna proves that she was very involved in the design of the distribution model. As a beauty mogul, she has her finger on the pulse of fashion and as a result, she is known for being an inclusive designer as far as gender, size, and race. In fact, her cosmetics line, FENTY BEAUTY, included a foundation palette with 40 shades, from the palest to the darkest skin tones.
Rihanna also understands that the success of a clothing business is not only dependent on the clothes alone, but how the product reaches the consumer. Being a millennial herself, Rihanna knows that her customers aren’t interested in waiting six months after an outfit has hit the runway. The online direct-to-consumer distribution model provides new designs directly to the customer without a long wait.
She explains in the interview with T magazine, “You see it, you love it, you can have it. I want to be as disruptive as possible. 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.”
Rihanna was even thoughtful in separating the name of her line from her music. She drew upon the failures she saw from past celebrity designers and was fearful of repeating the same mistakes, “I saw brands like Hilary Duff and Hannah Montana have so much success [in the aughts], but it got to a place where they were so oversaturated in the market that it diluted their personal brands… ‘Rihanna’ stayed the music, the person. But these other brands are called Fenty.”
As a writer and vocalist, she knew she loved her music career, but didn’t know how far she wanted to take it, “then the one-hit-wonder comment came straight out of the gate and that put a fire under my ass, and I just never stopped working. Every time it was about challenging myself: I have to do better, I have to do better.”
If her success in music is any indication of her future in fashion, there will be no stopping her from becoming a multi-talented female mogul.
Check in on fenty.com May 29 to shop the new Fenty clothing collection, but see some of the styles below.