“This is proof that nothing is impossible,” announced international superstar Rihanna to her 70.6 millionstrong Instagram following. The songstress-turned-beauty-mogul’s affirmation followed ground-breaking industry news that luxury group LVMH is launching a fashion line later this month – named Fenty – under Rihanna’s artistic direction. Perhaps even more impressively, Fenty will be the first LVMH fashion brand built from the ground-up since 1987, the first time the group has looked to a celebrity to create a fashion brand (rather than just endorse it), and most importantly, it will be the first original woman-created brand, and the first time a woman of colour has headed an LVMH maison.
With the launch just around the corner, the question everyone’s asking is: What will the Fenty design DNA look like? Following on from Fenty Beauty’s rule-breaking 40 shades of foundation, and Savage x Fenty’s body-and-colour inclusive lingerie concept, Grazia is expecting convention to fall by the wayside as innovation, inclusion and experimentation take the lead.
Rihanna’s personal style straddles cool, explorative street style (think signature jumpsuits by Virgil Abloh at Louis Vuitton, oversized Gucci bomber jackets and over-the-knee Off-White boots), alongside red-carpet looks grounded in femininity (Oscar de la Renta, Molly Goddard and Alexander McQueen are just a few go-to designers for the singer). Contrastingly, her Fenty x Puma collaboration championed haute athleisure, while her Savage x Fenty lingerie designs are as demure as they are self-assured. Will Fenty fashion be an explosive mash-up of all things Rihanna?
One thing we do know is that Rihanna delivers, again and again. She’s a 21st century female comrade with an innate and intangible sense of what makes a woman feel empowered. Her intuition is worth a reported Dhs123.8 million investment from LVMH, with Rihanna contributing the equivalent in time, name and reputation. Here’s hoping that another trip to the Middle East is part of the Fenty fashion launch plan…
Photos: Getty Images and Instagram