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Why Rihanna’s Fenty is such a big deal

Ooh na na: Fenty, Rihanna’s history-making fashion label, has arrived exclusively at selfridges.com and in our Women’s Designer Studio at Selfridges London (the brand’s first-ever UK pop-up of ready-to-wear, shoes and accessories).

Join us as we discover how Fenty is shaking up the fashion industry.

Plenty of FENTY this way

Who is involved?
Launched this year by the Barbadian singer, Robyn Rihanna Fenty, and, here’s the thing, the luxury conglomerate LVMH (home of Givenchy, Fendi and Loewe, to name a few), it’s a major coup for both parties. Rihanna is the first woman to start an original brand at LVMH, the first woman of colour at the helm of an LVMH maison and FENTY is the first new house created by LVMH since Christian Lacroix in 1987. As Rihanna put it, “this is a moment in history. It’s a big deal for me and my entire generation.”

Why is Fenty making headlines?
OK, so it might not seem like much for a celebrity to put their name on a fashion collection these days – RiRi herself has previously collaborated with brands such as Manolo Blahnik, and has her own beauty and lingerie brands, Fenty Beauty and Savage X Fenty – but believe us when we say Fenty’s existence is historic.

Why is Fenty making headlines?
OK, so it might not seem like much for a celebrity to put their name on a fashion collection these days – RiRi herself has previously collaborated with brands such as Manolo Blahnik, and has her own beauty and lingerie brands, Fenty Beauty and Savage X Fenty) – but believe us when we say Fenty’s existence is historic.

What is it about?
Inclusivity; classic, gender-fluid statement pieces (think oversized power suits); French and Italian-made designs with couture-like details – Fenty is about authenticity and confidence. Already winning the Urban Luxe award at the 2019 British Fashion Awards, it continues to shake up norms in the fashion world by skipping runway debuts and presenting direct-to-consumer collections that drop at frequent intervals. The latest release, ‘R11-19: City Bloom’, showcases Rihanna’s inclusive attitude to size and style. In a 2017 interview with ‘The Cut’, Rihanna spoke about how she has had the “pleasure of a fluctuating body type”, so Fenty is all about clothes that all women can fit into, with silhouettes that accentuate curves. 

 

Rihanna truly understands the future of fashion. We are honoured and thrilled to support the Fenty launch in the UK, working together on new and exclusive silhouettes just for Selfridges. The result is incredibly exciting.

- Sebastian Manes, Selfridges’ Executive Buying and Merchandising Director

Rihanna also recognises how personal taste can shift, too – her bold, statement-making style has gone through many iterations over the years – so ‘R11-19: City Bloom’ celebrates the spontaneous, changing nature of individual style. According to Fenty, it captures “the Fenty woman in all her complexity… and the nonchalance of assembling whatever feels right in the moment”. Rose-printed bodycon tops and trousers contrasted with oversized and draped outerwear? “I got to do things my own way, darling,” says Rihanna in ‘Consideration’. Enough said. 

Fenty more

Our edit of Fenty comprises tops, skirts, dresses, coats, shoes and accessories, and some are available only at Selfridges.
Let’s make this exclusive… 

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Where is it available?
Available to buy exclusively online at selfridges.com, Fenty is also located in our Designer Studio, Selfridges Oxford Street, London – the brand’s only physical space in the UK. Designed in collaboration with Creative Director Jed Skrzypczak (who’s worked on the tour sets for Jessie Ware, Charli XCX and Jorja Smith), and Paris-based florist Debeaulieu, the Fenty space explores the multifaceted nature of ‘R11-19: City Bloom’ – think elaborate mannequin headpieces and floral arrangements contrasted with hard neon lights and glass walls. 

Where is it available?
Available to buy exclusively online at selfridges.com, Fenty is also located in our Designer Studio, Selfridges Oxford Street, London – the brand’s only physical space in the UK. Designed in collaboration with Creative Director Jed Skrzypczak (who’s worked on the tour sets for Jessie Ware, Charli XCX and Jorja Smith), and Paris-based florist Debeaulieu, the Fenty space explores the multifaceted nature of ‘R11-19: City Bloom’ – think elaborate mannequin headpieces and floral arrangements contrasted with hard neon lights and glass walls. 

Why Selfridges?
Over to Sev Halit, Designer Studio Buyer: “Known for its progressive silhouettes and disruptive but chic nature, Fenty by Rihanna is the perfect addition to Designer Studio. The brand has everything from cosy jersey tops and co-ords to standout outerwear, not forgetting must-have sunglasses and luxe leather staples.”


And last but by no means least, Rihanna: “The historic department store represents the perfect platform for Fenty to meet and interact with the melting pot of traditional luxury and urban influence.”

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