Last May 24, R&B singer-slash-entrepreneur Rihanna launched her first luxury fashion brand Fenty through a pop-up store in Paris. Released under French conglomerate Louis Vuitton Moët Hennessy (LVMH), she made history as the first black woman to head a major Parisian luxury house. Fenty is Rihanna’s latest business venture, following the recent successes of her cosmetics brand Fenty Beauty and lingerie label Savage X Fenty, which launched back in 2017 and 2018 respectively.
Where did Fenty come from?
Rihanna is one of fashion’s most powerful influencers. Certainly no rookie to the scene, she had created collections for British fashion retailer River Island, and has previously been the creative director of sports brand Puma. While they both proved successful, Fenty marks her official entry into the luxury fashion market. The hype began in January after WWD reported that she was working with LVMH to launch a brand under her name.
However, the rumors started circulating long before that. In 2015, Rihanna appeared in Christian Dior’s Secret Garden IV advertisement at Versailles, and became the first black woman to front a campaign for LVMH. Furthermore, Fenty Beauty was launched under the Kendo, LVMH’s beauty brand incubator.
What does Fenty offer?
Fenty includes a variety of ready to wear, shoes and accessories. According to an article on Newsweek, the collection revolves around traditionally feminine colors with a masculine edge, boasting suits and dresses in different textiles — from cotton canvas and denim, to classic leather. The structured silhouettes emphasize strong shoulders, cinched waists, and short hemlines. At its core, Fenty is perfect for consumers that want sophistication with a fun flair. Prices range from $200 for shirts, to $1,500 for outwear.
For every woman
“Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof,” Rihanna said in a statement. “It was imperative that we [create] a line versatile enough to embrace and celebrate us in that way.” Excluding footwear and jewelry, Fenty is designed to accommodate around 36 different sizes. True to her advocacy for inclusivity, the luxury items run up to size 14.
Her efforts are a welcome addition to the growing wave of body positivity-focused brands — a movement that has been gaining speed for years. On TV, Project Runway host Tim Gunn is known for being vocal about his contempt for the fashion industry’s exclusivity and lack of stylish options for plus-size women. Combined with consumers’ online clamor for change, even veteran retailers like Old Navy and ASOS have been jumping on the bandwagon and expanding their lines to accommodate the market. While it’s important to bring plus-size clothing into the mainstream, Woman Within has been carving out a space especially for plus size women online. With a wide selection of clothes that range from chic dresses and other feminine pieces, they make sure to supply consumers with the most up-and-coming trends. Although we’ve got a long way to go, these initiatives are bringing us closer to a more diverse, accepting industry.
After all, beauty doesn’t mean just one standard look. But to see real change, brands, customers, and designers must all come together to redefine it. In line with that, I-Fashion Magazine aims to keep up with it all — from catwalks, to models, to the latest trends.