Rihanna’s luxury Maison created in partnership with LVMH.
May 22, 2019
Inspired by a worldwide community beyond traditional boundaries, FENTY embraces a fundamental freedom: a freedom from convention and rules.
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What to expect?
Ready to wear, shoes and accessories.
Designing a line like this with LVMH is an incredibly special moment for us. Mr. Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits. I couldn’t imagine a better partner both creatively and business-wise, and I’m ready for the world to see what we have built together.Rihanna talks FENTY Maison
FENTY Maison in social media:
Fenty challenges the rules of fashion- the maison forms the staples of a wardrobe. Born in Paris, made in Italy and France, Fenty lives online. Through this digital flagship, special edition releases are available on “See-Now-Wear-Now” model and will express a new facet of a woman and her wardrobe.
Each Release from the Maison explores several different fascinations that when combined reveal new facets of womanhood and the wardrobe itself.
The 5-19 drop
Rihanna dropped the first collection on May 22 and presented it at a pop-up store in Paris.
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.Rihanna: Founder, CEO and Artistic Director of FENTY
The promotional photoshoot took place in Barbados and stars Aaliyah James, Adriana Gonzalez, Cranston Mills, Dylan Chavles, Joani Johnson, Juno, Khiana Lowe, Laura Morgan, Magne Ndiaye, Morgan Connellee, Nesa, Wookou, Yanni Young, Ylang.
Rihanna was in charge of the whole campaign.
The 5-19 promotional video was released on May 20, 2019.
New promotional photos were released on the day the first drop was released. Inspired by the 1960s Black Is Beautiful movement and its most influential players, photographer Kwame Brathwaite and the Grandassa Models.
When I was coming up with the concept for this release, we were just digging and digging and we came up with these images – they made me feel they were relevant to what we are doing right now.Rihanna about 5-19 drop’s campaign
Does Rihanna want people to discover a political message as they shop her latest Fenty collection?
Well, I don’t know if it’s political so much as embracing the fact that people should be more aware. But definitely, we want people to see the parallels between what was then and what this is now, in a modern way.
The 6-19 drop
Available starting June 19 in two different roll-outs, this new release marks a new facet of a woman and her wardrobe, exploring items intended for escape, intentionally made for ease of travel and rendered in light textiles with bright hues and eye catching prints.
The collection sees fearlessly decorative dresses that hug the body tight, reinterpretation of classic jewelry styles, shoes with the new signature T- Heel and a shape of sunglasses: the Technomask.On July 10th, new summer dresses will be introduced along with the oversized T-shirts championing the Rihanna’s immigrant experience from Barbados, and futuristic laser cut sunglasses style that collapses straight down: the Centerfold.