Fenty epitomizes both the spirit of Rihanna and a new approach to modern luxury: agile and dynamic; elevated yet egalitarian; bold, free, fearless.

May 22, 2019

Rihanna’s attitude, her ethos, and spirit infuse all the Fenty offerings from ready-to-wear, footwear, accessories, and eyewear.

“Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and Fenty speaks to all of our intricacies. Some days I want to be submissive, many days I’m completely in charge and most days I feel like being both….so it was imperative that we created a line versatile enough to embrace and celebrate us in that way. The collections are easily worn together and meant to be staples in our wardrobe. I’m just hyped to see people in my clothes, man,” explains Rihanna.

Reflecting Rihanna’s own style, her character, and experiences, Fenty seeks to empower our audience and customers, transforming their attitude through our clothes and silhouettes.

Fenty is a distinct new identity, a new creative path, and a new relationship between Rihanna and LVMH.

Inspired by a worldwide community beyond traditional boundaries, Fenty embraces a fundamental freedom: a freedom from convention and rules. This marks a new evolution in luxury – created from simple yet elevated materials, engineered with a modern take on classic silhouettes. Fenty will operate outside of the traditional seasonal fashion schedule, retailing via multiple incremental Releases on a “See-Now-Wear-Now” model. Each of the releases, focused on a specific selection of product, will express a new facet of a woman and her wardrobe.

A luxury brand for the 21st century, Fenty will operate from a digital flagship Fenty.com. Releases will be supported by ephemeral boutiques – a unique experience for both a physical and digital audience. Releases will include special-edition pieces, available for limited timeframes, and core items.

The collection will debut May 29th online and at the pop-up store in Paris. Though the location has not been disclose, the video ends on the Place de la Concorde in Paris, just a few steps from the famed luxury thoroughfare rue Saint-Honoré.


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