WRITTEN BY: CECILIE BREE WILKINS
After much speculation, pop artist turned business mogul, Rihanna, has launched her new luxury fashion brand, Fenty. With a focus on styles that flatter an array of body types, Rihanna’s line is motivated by promoting inclusivity, similar to her past business endeavors.
Rihanna has made waves in the past with her transition from her career as a musician to her newfound role as a business woman with the launch of the wildly successful, Fenty Beauty, an inclusive line of cosmetics sold at Sephora. Her brand was unique in that it was one of the first to launch with 40 shades of foundation, setting a new standard in the cosmetics industry. With its launch, Rihanna filled a void in the beauty industry by creating a cosmetics line with young and edgy branding that caters to people of all shades.
Rihanna is no stranger to the world of fashion, as she is known for her style, inspiring the popular phrase, “It’s ugly until Rihanna decides it’s not.”
She made her introduction into fashion with her collaborative line with Puma, called Puma Fenty, and she later launched her own brand, called Savage X Fenty, a line of lingerie, which catered to a wide range of sizes. This line was also successful, keeping consistent with Rihanna’s business ethics of inclusivity and her fashion forward and edgy styling.
With the launch of this new luxury brand, Fenty, Rihanna has deviated, not only from her moderate pricing, but also from her style aesthetics. This new fashion brand is priced similarly to other luxury designers, with prices ranging from $180 to $1,360.
The styles created by Rihanna exhibit a more understated expression of her edgy personal style, with sophisticated and tailored looks that aim to dress individuals with more classic sensibilities while still maintaining a modern flair. The line also includes accessories, such as shoes, sunglasses and jewelry.
This style direction mirrors Rihanna’s new identity as a business woman. “I use myself as the muse,” Rihanna told New York Times Style Magazine. With a range of sizes from 2/XS to 14/XXXL, she also explained that her body type is much curvier than it has been in the past, and she wanted to create a line of clothing she, as well as anyone else, could wear.
“I’ve been slowly evolving throughout the fashion world. First wearing it, buying it, being recognized for my style and then collaborating with brands. I never just wanted to put my name on something and sell my license. I’m very hands-on, so I wanted to take it slowly and gain respect as a designer,” Rihanna told New York Times Style Magazine.
The Fenty brand falls under luxury fashion house, LVMH, which also owns famous luxury brand, Louis Vuitton, making Rihanna the first black woman to run a major luxury fashion house and the first to launch an original brand with LVMH.
Regarding her success as a black woman, Rihanna told New York Times Style Magazine, “I will not back down from being a woman, from being black, from having an opinion. I’m running a company, and that’s exactly what I came here to do. I don’t know if it makes people uncomfortable or not, but that’s not even my business, you know?”
Photo Source: InStyle Magazine Australia