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Published
May 20, 2019
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Fenty to debut its first collection with a pop up in Paris

Published
May 20, 2019

Fenty’s plans are beginning to materialise. LVMH’s new luxury fashion label, of which Rihanna is simultaneously the founder, CEO and creative director, will set up its first pop-up in Paris on May 24.  The label’s “digital flagship” will be accessible five days later, on May 29. The luxury label will offer ready-to-wear, footwear, accessories and an eyewear line “created from simple yet elevated materials, engineered with a modern take on classic silhouettes.”


 


The first campaign clip, featuring a diverse cast, has been unveiled on Youtube. It outlines a range that mixes tailoring and street looks. The address of the pop up hasn’t yet been revealed, but the video ends on the Place de la Concorde in Paris, just a few steps from the famed luxury thoroughfare rue Saint-Honoré. It is probably in this secret location that the press preview will be organised on May 22 and 23.  

“Women are forces of this earth,” Rihanna said in a press release. “We are multifaceted, complex, vulnerable yet bulletproof and Fenty speaks to all of our intricacies. … 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.”

In keeping with current trends, Fenty has thrown off the trappings of the traditional calendar. No seasonal collections, but different “releases” comprised of limited-edition, timeless pieces, distributed online and in pop-up shops. The capsules will thus follow the “see-now-buy-now” model and will focus on expressing “a new facet of a woman and her wardrobe.”

News of the launch of a global luxury label with the support of LVMH was leaked earlier this year, joining both the lucrative Fenty Beauty line developed by LVMH subsidiary; and Rihanna’s lingerie label, Savage x Fenty. The launch was then kept tightly under wraps to boost the element of surprise until May 10, when the launch was officially confirmed.
 

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