What to expect from Fenty, the new brand of the LVMH group

After creating a makeup, skincare and lingerie brand, Rihanna fans started to suspect that a new company by the singer was in the rise. All speculation was confirmed with news that the “bad gal” would be opening a brand under LVMH, thus becoming the first black woman to Head a Luxury Fashion Brand, Fenty – the singer’s surname that became her trademark!

But what to expect from a woman as bold and modern as Rihanna? Although the brand has its launch on May 29, we can now prepare for a disruptive brand, which will bring a new way of approaching the fashion industry.

The company, which will feature a ready-to-wear line, shoes and accessories, will not make fashion shows, but will be available directly on the brand’s website. This already shows a different vision for something as traditional as the great high fashion brands of the world.

Its pieces will be designed in Italy and made in France. In the Instagram of the singer we can already see the first pieces of the new brand, which involve marked shoulders, good trim jeans, mask style sunglasses and sandals. It is also believed that the company will have multifaceted women as its greatest inspiration.

“Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and Fenty speaks to all 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”. Rihanna also commented, “I’m just hyped to see people in my clothes”.