Catch a glimpse of the singer's upcoming line, FENTY, with first promotional video.
Earlier this month, we revealed that the singer/actress/business mogul Rihanna would be the very first woman of color to launch her very own luxury brand, FENTY, with French luxury goods company,LVMH. An exclusive interview with T Magazine offered fans a first glimpse into the upcoming line, with Rih describing the pieces as “really strong and edgy” and notably size and gender inclusive.
“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? And my size is not the biggest size,” she explained. “It’s actually closer to the smallest size we have: We go up to a (U.S. size 14), We’re saying we can meet you at any one drop that we put out.” T Magazine outlines the initial line as being comprised of, "structured silhouettes in subdued neutrals (at least to start) that emphasize strong shoulders, cinched waists and exposed legs," and explains that "the Fenty brand is hoping to disrupt the market not only by channeling the imagination of a black woman but by revolutionizing the luxury distribution model by focusing on direct-to-consumer online sales." This essentially means that Rihanna and her team of collaborators have the freedom to drop new additions to the collection every few weeks, like singles from an album.
If you recall, our girl Rih has already partnered with Puma (to create a streetwear clothing brand), created her own lingerie line, Savage x Fenty, as well as, revolutionized the beauty industry, all in a matter of years. So it's safe to assume that her latest luxury brand will make its debut with a bang. A promotional video posted by the artist earlier today on her Instagram, gives fans a glimpse into the line and its character, with a super edgy video shot in a behind-the-scenes-esque manner, with the designer of the brand herself making occasional cameos to adjust the models' clothing or hair. The attitude of the video screams "you can't sit with us" and previews a line which stays true to Rih's signature avante-garde yet sexy style. FENTY sales begin on May 24th at a Parisian pop-up store, and full worldwide availability is set to commence online on May 29th.