The news of Rihanna’s luxury venture with LVMH has teased fans for months, with the initial speculation starting as early as January and finally being followed-up with an official confirmation earlier this month. Now, the multi-hyphenate talent models the collection in a cover story released today by T Magazine, showcasing a selection of the apparel and accessories set to launch this week.
Rihanna’s new line markedly walks the line between feminine and gender-neutral, with initial pieces such as corset-hugging suits, boxcar jackets made of Japanese denim and cotton-canvas blazers with built-in fanny packs embodying the on-trend, avant-garde look she’s grown to be known for. Also in alignment are the Fenty accessories accompanying each look, including the oversized sunglasses she’s slyly sported for months in advance of the big reveal.
One major takeaway: there will be no runway shows for Fenty, unlike other LVMH houses like Givenchy or Dior. Furthermore, Rihanna and LVMH will employ a drop cadence that sees new additions landing in the range every few weeks, “like singles from an album,” author Jeremy O. Harris writes in T. “The first single is really strong and edgy, compared to the drop right after, which is a little more feminine,” Rihanna explains. “But the first one, there are a lot of classic pieces as well.”
By disrupting the typical luxury market with more frequent product updates, Fenty aims to enhance its direct-to-consumer online sales and presence. There is no doubt that the Fenty.com platform will see its fair share of clicks and views, but whether the average customer will shell out $480 USD for shades, $1,000 USD for jackets and $600 USD for shoes remains to be seen. Judging by Rihanna’s past fashion endeavors, however, the odds are in her favor.
As for her music, she also slipped in a few tidbits. While she recently uncovered to Vogue that she is working on a Reggae album, according to today’s T interview she may be naming the work R9 thanks to her fans’ relentless inquiries.
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“I want to be as disruptive as possible,” says #Rihanna. “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.” When Fenty.com goes live on May 29, it will be one of few luxury brands to commit fully to online sales: There are no plans for runway shows, flagship boutiques or third-party sales through department stores. New clothes will instead “drop” each month on the website, similar to the model pioneered by the streetwear brand Supreme. Click the link in our bio for more on @badgalriri's new fashion line @Fenty, created in partnership with @LVMH. Photographed by @KristinLeeMoolman, styled by @SuzanneKoller, makeup by @lauren.parsons, hair by Yusef (@yusefhairnyc), manicure by Jenny Longworth (@jennynails), set design by Andrew Tomlinson (@tomotattle).
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“You wear what looks good on you and that’s it,” says #Rihanna. “I’m thick and curvy right now, and so if I can’t wear my own stuff then, I mean, that’s not gonna work, right?” As the first black woman to run a major luxury fashion house, @badgalriri paid close attention to inclusivity when creating the @Fenty clothing line. Indeed, the mission of #Fenty, according to #JahleelWeaver (@illjahjah), a stylist for Rihanna who is now the label’s style director, “is to really speak to how multifaceted today’s woman is. We’re thinking about each release as a different facet to a woman’s wardrobe and how she approaches dressing. Luxury has been defined in the past as one woman, one brand: You know who the Saint Laurent woman is, you understood who the Céline woman was when it was Phoebe. Which is fine, but you think about how that relates to the modern woman. I don’t think she is just one thing, Rih being the perfect example of that.” Click the link in our bio for Rihanna's full conversation with the playwright @JeremyOHarris, and to see more exclusive images of her new clothing line. Photographed by @KristinLeeMoolman, styled by @SuzanneKoller, makeup by @lauren.parsons, hair by Yusef (@yusefhairnyc), manicure by Jenny Longworth (@jennynails), set design by Andrew Tomlinson (@tomotattle).