Rhianna prepares to launch Fenty, the fashion line she has created in partnership with LVMH2 — the first luxury fashion house the conglomerate has created from scratch. Sales will begin at a pop-up in Paris on May 24, then be fully available at Fenty.com on May 29)
Above is the first piece of promotion for the range which has been shared on there website, Twitter and Instagram.
I really like the video, I think having the obvious green screen/ background changes is showing how multicultural or wide spread the brand wants to be, also could link to how honesty is one of there core beliefs ( because there showing the behind the scenes and not just the photoshopped and edited promotion) . I think the maze style fenty logo could reflect how complicated society is and how hard it is to finally break free? Possibly reflecting how the brand is meant to be a break through- setting yourself free from all the complications and expectations in society. One of background images is of what looks like slaves or immigrants in boats, possibly linking to poorer countries where our clothes come from and unfair labour? or the recent immigrant crisis particularly with the president of America Donald Trump's plan to try and reduce and block immigrants from America, or that the fact In England we have voted and plan to leave the EU.
Its no surprise after the Fenty beauty makeup line ( with 40 different shades for all ) that Rhianna has used a range of different models, from different cultures, backgrounds and ethnicity.
Rhiannan in the last five years has become creative director of women’s collections for the sportswear brand Puma, develop a line of size- and gender-inclusive lingerie under the Savage x Fenty Label and debut her Fenty Beauty line ( I mean I think everyone's heard of of Fenty now, If not have you been living under a rock?) , which literally changed the face of the cosmetics world by introducing a foundation palette with 40 shades, from the palest to the darkest skin tones. Now, Rihanna has become the first black woman to run a major luxury fashion house. She is absolutely smashing it. (The New York Times Magazine for Fashion)
The mission of the Fenty clothing line, according to Jahleel Weaver, a stylist for Rihanna who is now the label’s style director, “is to really speak to how multifaceted today’s woman is. We’re thinking about each release as a different facet to a woman’s wardrobe and how she approaches dressing. Luxury has been defined in the past as one woman, one brand: You know who the Saint Laurent woman is, you understood who the Céline woman was when it was Phoebe. Which is fine, but you think about how that relates to the modern woman. I don’t think she is just one thing, Rih being the perfect example of that.”
The pictures above are the first few promotional images that the brand has teased with so far. I can't wait to see the range of different clothing options, accessories and what more the Fenty brand has to bring.