Rihanna’s high-end fashion brand, FENTY officially launched in May this year and just like her other brands (Fenty Beauty, Savage X Fenty, Fenty X Puma), it was immediately clear that the fashion house will be a champion for embracing diversity.
The teaser video, prior to the launch, displayed various backdrops, including Rihanna’s Caribbean homeland Barbados and featured models of different ethnicities and age groups.
The various clothing and jewellery collections are also inspired by cultural themes. Her first collection, labelled ‘Buy Black’ was inspired by Photographer, Kwame Brathwaite whose work from the 50’s and 60’s captured the black experience in Harlem.
Another collection called ’Immigrants: The New Legacy’ includes a t-shirt with the word “Immigrant” on the back.
Her latest jewellery collection called Cameo, features a hand-sculpted pendant of a black woman with bantu knots and the models in this campaign span a wide age-range, which fits in with the FENTY mission to “challenge the rules of fashion.”
Just like Fenty Beauty, that changed the make-up game and offers 50 shades of foundation and the lingerie line, Savage X Fenty that includes petite and plus sizes; it’s clear the newest member of the FENTY retail empire will continue to represent diversity through high fashion.