Rihanna’s luxury Maison created in partnership with LVMH. The brand debuted on May 22, 2019 and soon became a hit.
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Inspired by a worldwide community beyond traditional boundaries, FENTY embraces a fundamental freedom: a freedom from convention and rules.
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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.
- 2019 Fashion Awards – Urban Luxe category
The 5-19 release: Buy Black
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 release: Immigrants: the new legacy
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.
The 8-19 release: Street Encounters
Long thought of as common, cotton jersey is transformed into a source of sophistication, freedom, and surprise in Release 8-19. Jersey blazers are oversized and cinched at the waist, allowing for movement.
Elsewhere, the fabric is matched with satin elevating its casual tradition. These masculine-interpreted pieces are juxtaposed by beautiful leather, knitwear, and sheer jersey separates that highlight the body.
Release 8-19 also introduces the Corset Boot with a T-heel. Recalling the Maison’s signature shape, it is rendered in both jersey and rubber with a top hook closure, and is joined by Date Night pumps that literally twist the masculine silhouette.
Accessories-wise, pearls become a symbol of current desire, while FENTY’s Centerfold glasses are continued in a new jet black.
The 9-19 release: Take Up Space
TAKE UP SPACE is a call to action: embrace your role, vision and power within the evolving workplace. Make your presence known, with purpose. Express your identity, no matter your gender, shape, size and background. Claim your own success.
Blazers tread the line between top and outerwear, others own the signature Fenty corseted body, with sharp shoulders.
A checked, boiled-wool jacket meets a statement graphic tee to set the style pace for contemporary visions of a mobile workforce.
Strong from behind, the new Fenty POWER POINT pumps 105 reveal an unexpectedly thin profile, walking a sexy office attitude.
From confident motif of the British banker uniform, to synonymous with the mafia and jazz era musicians, the pinstripe has a new arrival for 2019.
FENTY’s signature oversized shirt evolves to relaxed outerwear with exciting hidden details. Layered over a poplin hoodie, the reversible olive-green bomber turns to announce its neon orange lining.
The 10-19 release: The Cameo
The Cameo is an emblem of fearlessness, elevation, creativity and joy — everything Fenty stands for. More than a sisterhood, Fenty is a coming together of powerful women. The Cameo is part of our legacy.
Cameos have found their place as prized, meaningful works of art, from Ancient times through to the Renaissance and Neo-classical periods, and beyond. They’ve elevated universal tales of love, loss and magic, to portraits and mythical figures. FENTY owns the myth, honoring a new, contemporary heroine.
Oval-shaped, embellished with pearls and Swarovski® crystals, the luxuriously embossed jewel frames the profile of a singular, young, black woman.
Shot by Nigerian photographer, Ruth Ossai, the Cameo campaign iconizes its all-female cast who wear the emblem with pride. Ruth’s vibrant backdrops layer frames of beauty.
The 11-19 release: City Bloom
Release 11-19 CITY BLOOM captures the FENTY woman in all her complexity — a coming together of power and fragility. Above all, the collection celebrates her spontaneity and ability to stand her ground with flair and ease.
The Release brings excitement to clashes of scale, and sets the tone for spreading confidence in personal taste. Lingerie-inspired and rose-printed bodycon looks contrast with oversized straight-cut and draped outerwear. Shearling transcends the cold with cosiness and attitude — from coats to sexy backless mules.
The nonchalance of assembling whatever feels right in the moment sets the rhythm of the FENTY woman’s impeccable taste. She hits the streets effortlessly chic, whatever the call.
The 12-19 release: Dress Coding
Release 12-19 DRESS CODING, is FENTY’s irreverent and contrary take on rules of attire, delighting in the joy of effortless, transitional clothing for the holiday season and beyond. Traditional daywear is unexpectedly transformed into exciting evening looks, elevating the march from work to soirée with ease.
Whether layered up or worn as solo pieces with a daring Scandal stiletto, there’s a sense of effortlessly chic abandon to every look. Tulle brings transparent textures to a hooded ankle-skimming party parka (as seen on Rihanna’s November Vogue cover), and a FENTY twist to the little black dress.
Luxurious taffeta coats-turned-dresses caress the shoulders, billow about the body, and graze the upper thighs. The FENTY hoodie is once again reinvented, this time to expose the back — an unexpected sensual detail. The Black Tie dress code goes graphic, logofied on to the most comfortable sweaters — blowing up stuffy sensibilities.
Cotton poplin shirt-dresses drop back around the shoulders to reveal rays of strass crystal jewels. FENTY’s take on jersey returns in convertible dresses, which adapt their lengths in a snap.
The classic bucket-hat gets a revival, with metallic strass crystal chain additions, drawing a line from ear down to shoulder to replace the run-of-the-mill drawstring. Riffing on the strass crystal motif, Side-Eye sunglasses boast a bejeweled ear cuff — an asymmetrical play down the side of one arm.
Shot by French photographer Arnaud Lajeunie, the R12-19 DRESS CODING campaign captures 24 hours in London with two best friends. Lajeunie’s documentary-style film places night and day in constant juxtaposition, from gym to club and back to work with a sense of perpetual shape-shifting. Casting holds authenticity at its heart — models Jana Julius and Nicole Atieno are indeed real-life best friends.
The 2-20 release: Freedom
The first drop of the decade, Release 2-20 is inspired by expressions of freedom – collective, individual, creative. Designed to be lived in not just looked at, the Release is a musing on casual luxury and attitudinal day dressing.
Taking it back to the old school, R2-20 reinvents casual pop classics. The peak-casual tracksuit is reimagined in luxury ribbed knit; a denim jacket takes the shape of a bomber with padded lining and an added hood. Low key glamour is the mood.
Looks to stand tall and speak your truth in: the trench coat with khaki parka features and flap pockets; the khaki Corset Dress and matching pants lined with padding for inner strength; Parachute Boots that crumple up and down the calf. Functional and utilitarian, the Release encourages free movement and free thought.
Free your mind in nature. 2-20 introduces FENTY’s first flat shoe, Hiking boot, with FENTY-imprinted soles. For total style protection, see the burnt orange windbreaker with satin velcro detailing. Prepare for the future – it’s yours.