Rihanna is a name that requires no introduction these days. And why should it? The Barbadian powerhouse is a multitalented, award-winning, musician, performer, actress, businesswoman, activist and ambassador to her country who has also been releasing hit albums for the past fifteen years. She’s controversial, fashionable and uncompromising with her views and likes.
Now, Robyn Rihanna Fenty is ready to add Founder, CEO and Artistic Director of her very own brand to that impressive list of undertakings as she launches www.FENTY.com. The partnership with the LVMH (Moët Hennessy • Louis Vuitton) is instilled with the star’s attitude, her ethos and her spirit, resulting in a collection that’s meant to empower its audience and customers.
FENTY Fearless Freedom
FENTY is the first fashion label to be launched by LVMH and its creator the first Black woman to head one of their brands – which includes Louis Vuitton, Celine, and Dior. The collaboration between the star and the French luxury conglomerate embraces freedom from convention and rules, creating bold designs that Rihanna would keep in her own closet (and does).
The first collection was unveiled in Paris this week and then became available worldwide through www.FENTY.com, where you can browse different categories including Coats & Jackets, Tops & Dresses, Pants & Skirts, Sunglasses, Fashion Jewelry and, of course, Shoes.
The best part? If you can afford it, you can get it right away. No waiting lists.
“There is huge diversity in the collection, which you will see as the new pieces come out because that’s my style,” Rihanna told Vogue. “I’m all over the place, in sweats one day and a dress the next.”
“I love strong silhouettes, and for women to look confident, that’s what I want to achieve with this collection,” Rihanna said during her debut in Paris (while wearing a FENTY tailored blazer-minidress).
It looks like she means it, too. While fashion can be very empowering, it can sometimes fail to be kind or to even consider different aspects of womanhood. Things like the comfy contrast to high-heeled nights out or the subtle difference between wanting to feel powerful or look sexy aren’t usually taken into account.
“Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and FENTY speaks to all of our intricacies,” the singer explains about her collection. “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”.
A Tribute to Black Is Beautiful
Rihanna spoke recently of how she found inspiration in the work of photographer Kwame Brathwaite, one of the people who instigated the Black is Beautiful movement in New York in the 1950s and 1960s. Through Brathwaite’s work (which can be seen along with shots of her new campaign), she came across a group of young women known as the Grandassa Models.
“When I was coming up with the concept for this release, we were just digging and digging and we came up with these images – they made me feel they were relevant to what we are doing right now,” she told Vogue.
These women designed and made their own clothes, reclaiming African inspiration and birthing a community of creatives and self-owned boutiques. Along with Brathwaite and his brother, Elombe Brath, the Grandassa Models were key players in the Black Power movement in the early sixties. Fighting to add diversity to popular culture while making fashion a way to empower each other. Sound familiar?
You can keep up with news through FENTY’s Facebook and Instagram accounts. If you want to browse the collection go here.