- Marjorie van Elven
LVMH has finally revealed the release date of Rihanna’s new luxury
label, Fenty. The first items will be unveiled in a pop-up store in Paris
on May 24, with a global e-commerce following suit five days later.
The French luxury conglomerate also informed that Fenty will operate
“outside of the traditional seasonal fashion schedule”, opting for a “see
now, buy now” model with a series of product drops instead. Additionally, the brand
will not have any permanent store. Fenty’s e-commerce will be supported by
pop-up stores — a similar model to Rihanna’s lingerie label with Techstyle
Group, Savage x Fenty.
“Fenty epitomizes both the spirit of Rihanna and a new approach to
modern luxury: agile and dynamic; elevated yet egalitarian; bold, free,
fearless”, said LVMH in a statement. “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”, added the singer turned fashion mogul.
Picture: courtesy of LVMH