After fashion collaborations with River Island and Puma (as well as her own beauty and lingerie brands Fenty Glory and Fenty Savage) Rihanna has taken the plunge with LVMH to create her own fashion label.
On 22nd May the multi-hyphenate launched the brand at a pop-up store in Paris wearing one of the coveted mini dresses from her collection.
'This is a moment in history,' she told journalists at the store opening. 'It’s a big deal for me and my entire generation.'
Here's everything you need to know about Fenty.
Fenty's New York Pop-Up
On Tuesday night Rihanna welcomed the New York fashion crowd to The Webster SOHO for her second pop-up, a month after her first Paris pop-up.
Wearing a slinky, hot pink mini dress, accessorised with matching heels and turquoise earrings, the 31 year-old looked fierce for her new store and drop of clothing.
According to Billboard the pop-up heralds a new collection of clothing for summer, that will include, 'strappy snakeskin heels, oversize denim, brightly coloured bodycon dresses, the glitziest jewellery and fluorescent sunglasses ...[and]even a line of graphic T-shirts.'
Where Can I Buy Fenty?
You can buy Fenty online on the e-commerce shop.
As well as the online shop, Fenty will host pop-up stores around the world.
After the launch in Paris from the 24 May (for two weeks) the brand has announced New York is its next destination.
'FENTY will take over the first two floors of the iconic Cast Iron building at 29 Greene Street in Soho,' the press release states, 'with a unique installation and retail experience designed for The Webster.'
The New York pop-up will be open from 19-30 June 2019.
When Is Fenty Launching?
Gird your loins ladies, because the first official look at Rihanna's Fenty fashion brand is here and it looks epic.
The brand has released, via Instagram, a campaign video for the launch.
The brand with launch on 29th May online and on 24th May in a pop-up store in Paris.
The video release comes hours after Rihanna gave the world a first look at the collection.
Modelled by none other than the singer-songwriter, make-up mogul, clothing and lingerie designer, actor and now brand founder, Robyn Rihanna Fenty, three images have been released showing the hotly-anticipated pieces of clothing and accessories.
Shot for T Magazine's first digital cover, the pictures show the multi-hyphenate with her hair in sculptural ponytails wearing three different ensembles.
In the cover shot the 31-year-old is wearing a beige, oversized two-piece suit. The tailoring has been accessorised with plenty of chunky necklaces, a bum bag and some peach, pointed, naked stilettos.
The second image shows the 'Work' singer in a dark wash denim mini dress, with the same necklaces as before, alongside the same shape of shoe in a beige colour, as well as some dominating orange sunglasses.
Lastly, the Ocean's 8 star can be seen in a white shirt, with the same sunglasses as before, but in a yellow hue, with a collection on gold and crystal earrings.
How excited have these images made us? Tremendously excited is the answer.
What is Fenty?
Rihanna is making history with the launch of her eponymous (Fenty is her last name) fashion brand under LVMH, the group that owns Louis Vuitton and Dior amongst other fashion houses. Why? Well, she's the first black female to take the helm of a major fashion house.
Speaking to T Magazine the philanthropist said:
You’re going to be black wherever you go. And I don’t know if it’s unfortunate or fortunate, because I love being black. So, sorry for those who don’t like it — that’s the first thing you see before you even hear my voice. There are also other factors: I’m young. I’m new to the family. I’m a woman.
Those factors do come into play, but I will not apologise for them, and I will not back down from being a woman, from being black, from having an opinion. I’m running a company and that’s exactly what I came here to do. I don’t know if it makes people uncomfortable or not, but that’s not even my business, you know? I do know that the reason I’m here is not because I’m black. It’s because of what I have to offer. That’s what they’re invested in. And the fact that I’m black is just that: a fact.
Fenty is the first brand LVMH has launched since Christian Lacroix in 1987.
'Everybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Glory, I discovered a true entrepreneur, a real CEO and a terrific leader,' said Bernard Arnault, chairman and CEO of LVMH. 'To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the group resources.'
Rihanna added: 'Designing a line like this with LVMH is an incredibly special moment for us. Mr. Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits. I couldn’t imagine a better partner both creatively and business-wise, and I’m ready for the world to see what we have built together.'
Rihanna revealed in a new interview exactly why she used her last name, and not her stage name, for her non-musical projects.
'I used to be afraid to step into the whole celebrity makeup world. 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,' the brand founder told the New York Times.
'It made me think, 'I’m not going to do this, because you lose your respect and credibility,' and so every collaboration I did outside of music, I used Fenty so that you didn’t have to hear the word 'Rihanna' every time you saw something that I did. So Rihanna stayed the music, the person. But these other brands are called Fenty.'
What Does Fenty Look Like?
The first Fenty drop is officially here. Inspired by Rihanna's own personal style, the collection consists of block colour ensembles. Think top-to-toe camel suits with matchin bum bags, pastel pink oversized blazers, white cotton gypsy tops and the best pair of dark wash jeans you'll ever own.