A new face in high fashion

As I visit the Vogue website to scan the pieces of Rihanna’s collection, I ask myself, what can’t this woman do? After shaking the tables of the beauty industry with Fenty Beauty, she is now coming for high fashion with her self-named brand, Fenty. Her basket of achievements continues to fill as she becomes the first black woman to launch a brand with LVMH. If this wasn’t enough, she is also changing how the fashion house operates. Instead of having a 6-month gap between showcasing the collection to having it available to buy, she is offering a direct to customer retail model with pieces arriving every 6-8 weeks. This change in retail strategy is fuelled partly by her impatience and partly by her enthusiasm and desire for new pieces. fentyThe collection ranges from 200 euros to 1,100 euros and is a display of the icon’s unique and diverse sense of style. The hallmark of this collection appears to be strong shoulders, synched waist and accentuated hips. The fit and shape of this collection was of great importance to her due to her curvy shape; she wanted to ensure that her clothes would flatter a range of body types and not just the traditional model figure.

With all the hard work and thought put into this collection as well as her other ventures, it is no wonder that Rihanna’s fans are 3.7 times more likely to purchase her products.

Here are some of my favourite pieces from this collection:


Love Jummy