Rihanna, Jourdan Dunn and other celebs design Fendi bags

Rihanna, Sarah Jessica Parker, Rachel Feinstein, Jourdan Dunn and Leandra Medine will all create custom bags for Fendi which will be auctioned off for charity. 

To celebrate the official inauguration of Fendi's new Madison Avenue flagship, the Italian brand has asked five famous women to rework their Baguette bag, according to a report published in WWD.

All will be unveiled on February 13 by the brand's CEO Pietro Beccari and designers Silvia Venturini Fendi and Karl Lagerfeld. The bags will then go on public display at the store for a month, with bids logged on a dedicated online auction site and all proceeds going to non-profits picked by the stars. "They had free rein, choosing their favorite colors, favoring their own personal tastes," explained Beccari. 

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It follows a similar charity project the brand ran last year with bags by women including Gwyneth Paltrow, Zaha Hadid and Jerry Hall. This time around Rihanna is dedicating proceeds to The Clara Lionel Foundation, while SJP is sending money to The Brain Trauma Foundation, Jourdan Dunn to The Sickle Cell Disease Association of America, Rachel Feinstein to Naomi Berrie Diabetes Center at Columbia Presbyterian Hospital, and Leandra Medine to Ovarian Cancer Research Fund. The store was designed by Peter Marino and opened in November.