FENTY marks a watershed moment in the industry, not only because LVMH – owners of Dior, Fendi and Louis Vuitton – hasn’t launched a new label since 1987, but also because it makes Rihanna the first black woman to lead a fashion house under its name.
Fans have been eagerly waiting for more news since the singer first announced the brand earlier this month – and now, their wish has been granted by way of a 45-second campaign video that offers an insight into the FENTY aesthetic.
The short clip features models of all ages and ethnicities posing against an eclectic mix of backdrops, such as a remote village with straw huts, a busy pedestrian crossing and what looks like an abandoned water park.
In several shots, Rihanna herself is seen attending to the models and making some final tweaks to their outfits.
The clothes themselves are predominantly monochrome and boast a luxe-streetwear appeal; think structured white denim jackets, bulbous black bomber jackets and utilitarian boilersuits.
In an interview with The New York Times’ T Magazine, Rihanna has said that she wants FENTY to be “as disruptive as possible” and revealed that unlike LVMH’s other luxury labels, there will be no runway show to debut the new collections.
“It’s a new way of doing things because I believe that this is where fashion is going to go eventually,” the singer added, explaining that the label will operate primarily online with the exception of sporadic pop-up shops.
The collection will include sunglasses, shoes and other accessories and new items will drop every few weeks.
FENTY’s debut collection will be available from www.FENTY.com from 29 May.
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