20 May

Rihanna unveils her label Fenty in a campaign and announces launch date


On May 10, LVMH announced the launch of Fenty, a new luxury label by Rihanna. Discover the first video campaign as well as the release dates of the first collection in France.

By The editorial team

  • After a successful partnership with Fenty Beauty, Rihanna and the LVMH group announced on May 10, 2019 the launch of a new luxury label: Fenty. The singer of Umbrella had “no artistic limits” to develop the brand that is revealed today in a first campaign influenced by the nineties. From the start, the brand showcases models of different ages, origins and forms wearing oversized suits, workwear attire, all denim looks, all in understated tones such as white, black, beige and pink. These pieces are clearly inspired by the singer’s looks, with the same inclusive mindset we can find in Fenty Beauty and Savage x Fenty (her lingerie label).


    The Fenty creations will be available at www.fenty.com from May 29, 2019. The label will work on a different schedule than traditional fashion, using a drop system “See-Now-Wear-Now”. Fenty will have several pop-up shops, starting with one in Paris which is set to open on May 24 and will offer pieces in limited edition.