‘Fenty. It’s Official’ is the name of the first look and first campaign film for Rihanna’s LVMH-backed label. Tell ’em. There’s an almost paranormal-dystopian feel to the way it’s been filmed, as the Fenty boys and girls move in static motion in front of changing backdrops; abandoned play parks, crowded streets, suburban homes. Yep, Fenty looks good everywhere. And of course, it’s so Riri. Strong double-denim jumpsuits; sharp-shouldered tailoring on cinch-waisted suits in buttery beiges and sweet pinks; a crew of pure, clean white on bustier that meet straight pants, fresh shirting and even a hoodie. It’s Rihanna. Yes, it looks good – we’ve definitely seen her work a lot of these silhouettes before. Jewellery is big and blinging, hoops in gleaming gold and fresh white rectangles drip from the ears; sunglasses are tinted with a whole lot of glinting hardware. Construction style. “Women are forces of this earth,” Rihanna said today. “We are multifaceted, complex, vulnerable yet bulletproof, and Fenty speaks to all of our intricacies. Some days I want to be submissive, many days I’m completely in charge and most days I feel like being both… so it was imperative that we created a line versatile enough to embrace and celebrate us in that way. The collections are easily worn together and meant to be staples in our wardrobe. I’m just hyped to see people in my clothes, man.” The honour is ours. In an interview with T Magazine released today, Rihanna also said: “I want to be as disruptive as possible. The brand is not traditional. There is no runway show. It’s a new way of doing things because I believe that this is where fashion is going to go eventually.” Talk that talk. A pop-up is scheduled for May 24 in Paris before the collection is available on May 29.
by Roxy Lola