Rihanna made history several times during her career but launching her own FENTY Maison under LVMH is one of biggest achievements.
Yesterday she opened the FENTY pop-up store where she premiered the first drop from the line.
Why a pop-up instead of a runway show? It is all about the intimacy.
It’s definitely different from doing a show, with a show there are so many moving parts. That’s not to say it hasn’t been hectic, but there is something about the intimacy of doing things this way that I love.
FENTY – what you need to know
The first FENTY pop up store located in Paris will open on Friday (May 24) for two weeks and then the collection will hit the website on May 29.
The brand will first be available in 14 countries, in Europe and the United States, and will open in Asia by year-end.
I don’t know how to describe it; it’s a carousel of projects and each thing gets its turn but it never stops. It keeps going and by the time you’re done with one, the next thing is right there in front of you – that’s how it works.Rihanna at the FENTY event
Rihanna is all about “see now, buy now”
Rihanna as a millennial is tired of waiting half a year for a collection to be available for purchase after it hit the runway. So you see collection now and only adding items to basket is required for you to have it.
There is no six-month wait, you get it when you see it. There’s no tease. You see it, love it, and want it and that’s because I’m like that, I want things right away – I see designers’ new season [products] and I’m like, ‘Look 11, I need that!’. It’s frustrating when you can’t buy straight away.
Expect best fabrics
Rihanna did not want to make clothes to be worn one season. So she used fabrics that ensure you can rock your FENTY pieces for years.
We’re using the best fabrics I’ve ever encountered; everything is so well made. We want the best quality and we want to make something that someone can have forever. I know what’s gone into the making of every single piece.Rihanna during FENTY event
Curvy girls for the win!
Rihanna is a beautiful woman with curves so it is only right that she makes clothes that look on curvy women, not only super fit models.
I’m a curvy girl, if I can’t wear my stuff then it just won’t work. I need to see how it looks on my hips, on my thighs, on my stomach – does it look good on me or only on a fit model? It’s important.Rihanna during FENTY event
Dreams coming true for Rihanna
Rihanna is “from the left side of an island” and being able to show her collection in Paris is a really big deal.
Personally, for me as an immigrant moving to America; that’s a big journey for me to even get here to Paris. And that’s something I celebrate and embrace.Rihanna during FENTY event
Rihanna, as the first woman to create an original brand under LVMH hopes this will show young women of colour to keep going and succeed as well.
“Especially right now, people need to see that it’s possible – not just that it hasn’t been done before. With me finding that out, I still didn’t believe that it was a real step. I was like, ‘Hold on, you sure? Please research that, because it can’t be!’ I so hope to see many more young women of colour – immigrant or not – doing their thing wherever they want do it, however they want to do it.”
What about FENTY stores?
Will there be FENTY stores you can walk into? Eventually, yes. When asked why there is no Fenty Beauty in sight at the FENTY pop-up store, Rihanna explained:
Beauty is not here because this is the launch of a new project, and a new brand, so we want to keep the focus on that .Eventually, when we open our stores, it will be everything that’s Fenty. But this is a pop-up store for the launch of this brand and we want to keep it focused, because we’d probably be over there, trying lipsticks right now, instead of looking at my earrings!
Real quality costs
A lot of people forget that Rihanna’s brand is a luxury brand and the prices are also much higher than at regular stores. Rihanna understands not many can afford her pieces (prices ranging from $200 to $1,100) but as she says, real quality costs.
Luxury couldn’t be something that cost 30 bucks. It has to be something more. The lower priced pieces are in there, too, and that was so important to me, but so was building a business based on quality. And real quality costs.Rihanna about FENTY prices
Is Rihanna afraid of critics?
The answer is simply: no. She understands some might not understand or like her vision but it is okay. Take it or leave it.
I am not nervous. If you constantly care what people think, you can sometimes end up hating yourself, so I simply don’t get into it. Ultimately some people will like it. Maybe some people won’t. But it’s just like my albums: The only way it’s getting out into the world is if I really love it and am proud of it. Take it or leave it.
See more photos from the FENTY launch.
The website is now live! Shop the 5-19 release at FENTY.com and check out new promotional photos inspired by the 1960s Black Is Beautiful movement. Rihanna spoke to Vogue Australia about the inspiration behind the campaign.
“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 talks FENTY Maison first campaign
FENTY currently ships to the following countries:
SHOP NOW: FENTY.COM
Vogue Magazine posted an exclusive look inside Rihanna’s first collection and the launch of FENTY in Paris.