A breakdown of what the new Fenty by Rihanna is about

The first black woman to helm a fahsion brand in the LVMH Group, here's what Fenty Maison is all about.
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The world is buzzing with excitement since the first announcement was made about the debut of Fenty as a fashion house under the LVMH Group.

And now, the queen herself, Rihanna, has dropped the first look into Fenty Maison and we break it down for you in three key points, from where to shop, what is the key inspiration to the range of accessories offered.


Schematic "Phygital"

Between physical and digital sales, Fenty distinguishes itself by its unique strategy, thought for and by millennials. Here, Fenty will rely not on seasonal collections but on micro-collections, called "drops", distributed in pop-up stores and online at regular intervals.

Note that Rihanna is both artistic director and CEO of the label, second fashion house incubated by LVMH group since Christian Lacroix in 1987.


Tailoring King

Extrapolated shoulders, arched waist... If Fenty were to be reduced to a few keynotes, it will be the art of costume married with corsetterie and stunning tailoring. "I sometimes like to be tomboy in costume, and the next day, I will want feminine clothes, close to the body ", explains Rihanna in an interview.


Ostentation With Accessories

"Spoiled" by Rihanna herself last January, the Fenty goggles were just the immersed part of a legion of accessories from the label, ranging from jewellery to shoes. The polymath, who had been particularly fond of sneakers during her collabotation with Puma, reaches our for pumps in various hues. For jewellery, we see plenty of hoops in varying silhouettes dominating the scene.


Swipe the gallery below to see the first Fenty collection:


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