RIHANNA HAS launched her hotly anticipated luxury brand Fenty, signalling her first foray into high fashion.
The Bajan singer celebrated the launch at a pop-up store in Paris, whilst presenting her first collection with LVMH.
Speaking about what to expect from the Fenty brand, Rihanna said: “My fashion will be different and non-traditional, because I do not come from this industry.”
The singer said she also hopes to bring a “new vision of fashion”.
For the first collection, Fenty serves a variety of structured looks, from white or beige jackets with wide shoulders to mini blazer dresses.
The collection is also for men and includes large denim jackets and parka coats.
The brand will mainly be an e-commerce venture, supported by pop-up events. The first pop-up store will open on Friday (May 24) in Paris, and the brand will first be available in 14 countries in Europe and the United States.
The launch of Fenty marks a collaboration with LVMH, making her the first woman of colour to run a brand under LVMH and the first new brand in over 20 years since LVMH launched Christian Lacroix in 1987. The label will join around 70 brands already in the group, including Louis Vuitton, Christian Dior, and Givenchy.
Unlike the former brands, Fenty will also have a lower price mark. The collection, will be priced from 200 to 1,100 euros.
The first collection also includes accessories, strappy sangles, sunglasses and bold jewellery.