Everything to Know about Fenty, Rihanna’s New Luxury Fashion Brand with LVMH

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Update May 23, 2019, 12:00 p.m. EST

Rihanna has officially unveiled her debut collection for Fenty. Last night in Paris, France, the singer feted the launch while wearing a white Fenty blazer dress, layered jewelry, ankle bracelets, and nude sandals.

The collection incorporates cinched silhouettes, pleated pants, and an emphasis on tailoring. The styles references details of corseting, as well as usage of Japanese denim. Fenty eyewear, debuted by Rihanna in January 2019, is also a point of focus.

Release 5-19 will retail on May 29, 2019 online and debuted in Paris on May 24, 2019 in an exclusive boutique.

Update May 20, 2019 11:00 am EST

This morning, Fenty and LVMH released a deeper look into the long awaited collection, giving a first glimpse at some of the looks in a new campaign video.

“Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and Fenty speaks to all of our intricacies,“ Rihanna said in a press release. „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.“

The collection featuring Japanese denim, sculptural sunglasses, and some serious suiting marks an evolution in luxury taking classic silhouettes and breaking from convention and rules in typical bad gal style.

While Fenty will take on a traditional seasonal fashion schedule, the line will retail in multiple releases on a „see-now-wear-now“ model. Each release will be focused on a specific selection of product, exploring a new facet of the woman and her wardrobe each time.

Propelling into the future, Fenty is a new wave luxury brand operating from a digital flagship on www.FENTY.com. Releases will be accompanied by the opening of ephemeral boutiques including unique experiential elements and limited edition pieces offered.

The Fenty collection will debut online on May 19th, 2019 and in a pop-up in Paris on May 24th, 2019.

Moving beyond the realm of fashion collaborations, beauty, and lingerie, Rihanna will launch her own luxury fashion house called Fenty. The brand, under Moët Hennessy Louis Vuitton LVMH, the parent company of Dior, Givenchy and Fendi, will reportedly span ready-to-wear, leather goods, and accessories and will be released for Spring/Summer 2019. The products will be released in the coming weeks through digital channels and LVMH has already unveiled the new Fenty logo.

Fenty will be “centered on Rihanna, developed by her, and takes shape with her vision in terms of ready-to-wear, shoes and accessories, including commerciality and communication of the brand.”

Fenty would be the first fashion brand that Bernard Arnault, Chairman and Chief Executive of LVMH, has launched from scratch since Christian Lacroix in 1987 and the first celebrity-owned, black-owned brand LVMH has partnered with. LVMH has reportedly already begun selecting employees from Louis Vuitton and Celine to work on the project with Rihanna nearly a year ago in Paris.

Speculation of the beauty conglomerate debuting her own luxury brand began in January when Rihanna was spotted out in New York City wearing a pair of gold shades with the word „Fenty“ inscribed across the temples. It was a small tease for what’s to come and reportedly just a prototype of what to expect from the line.

Rihanna’s history with LVMH dates back to 2015. After she began attending shows for Christian Dior, she appeared in a Dior campaign shot by Steven Klein called „Secret Garden IV,“ featuring the singer wearing Dior sunglasses and wearing designs from the Espirit Dior collection.

Rihanna’s design debut was in 2013 in collaboration with British brand River Island and inked a deal with Puma to be its creative director in 2014. After Off-White founder Virgil Abloh was appointed men’s director of Louis Vuitton (also LVMH), Rihanna became one of the first people to wear his new creations, for his debut Vuitton runway in June 2018 show no less. Rihanna arrived at the Grand Palais in an Abloh-designed white monochromatic look, featuring a wide-leg jumpsuits, pumps, and sunglasses. She sat front row alongside other A-listers Kanye West, Kim Kardashian, Bella Hadid, and A$AP Rocky.

Last September, she also introduced her own lingerie collection called Fenty x Savage during New York Fashion, releasing sets of size-inclusive intimates adhering to her overall message of diversity and inclusivity. Fenty will reportedly have a more elevated, luxurious slant than that of Fenty x Puma and Fenty x Savage.

In September 2017, Rihanna launched her own cosmetics line called Fenty Beauty after collaborations with M.A.C. Cosmetics in the past. Fenty Beauty was launched through Kendo, a beauty incubator owned by LVMH, and the line’s shade inclusivity and 40 shades (now expanded to 50) of Pro Filt’R Foundation led other beauty brands to release more inclusive foundation shades. The wild success of Fenty Beauty led to it being named one of Time magazine’s best inventions of 2017 and according to Arnault, sales of Fenty Beauty reached 3 million by the end of 2018.

This post will be updated as more information becomes available.

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