Fenty

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Easily the most anticipated fashion launch, Rihanna debuts her first Fenty collection with the backing of LVMH. She’s the first Black woman to preside over a LVMH brand, and it’s the first time the luxury group has launched a brand from scratch since Christian Lacroix! Making history two times, Rihanna is definitely ready to steer the fashion world in a new direction and break every rule along the way.

First rule gone: Instead of the typical fashion format of seasonal runway shows, Fenty will regularly release limited-edition capsule collections that follow different themes inspired by RiRi herself on a direct to consumer “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. Essentially Rihanna can drop a new surprise collection the way she might drop an album or song! (We need an album!!)

Titled 5/19, Fenty’s launch collection highlights the work and message of Kwame Brathwaite, photographer and documentarian of the “Black is Beautiful” movement of the 60’s and 70’s. The collection embraces the message of natural beauty and unbreakable strength in Brathwaite’s work.

Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and Fenty speaks to all of our intricacies. 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”, said Rihanna.

Operating from www.FENTY.com, Rihanna’s first collection is now available for purchase! Scoop the brand’s trophy items online, including the futuristic shades starting at $420 and fashion-forward toe sandals at $600. Releases will be accompanied by the opening of pop-up boutiques with the first one in Paris on May 24th!