Thursday, May 23, 2019

Rihanna's Fenty label aims to rip up fashion industry rules

When reading the Guardian I came across a section about Rhianna's new clothing line that is set to launch this week. It mentions how she has ditched traditions and has said she wants to be "as disruptive as possible." 

The singers mentioned "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.”

The first look at Fenty, unlike the usual traditions of models and catwalks, it was seen worn by Rhianna herself. According to the Guardian, the aesthetic is based around 'thick and curvy" like Rhianna herself, with all pieces available up to a size 18. 

The collection consists of inch-waisted denim dressed and starchily voluminous trouser suits with each outfit paired with elegant high heels. The collection is also being launched several months earlier than expected. 

It is expected to be a "digital flagship" supported with pop-up shops. There are also no plans for permanent bricks-and-mortar boutiques. 

The history of pop stars fashion labels have stayed within the lanes of sportswear ( Beyonce's Ivy Park) or streetwear (Drakes Octobers Very Own) but the Fenty looks have taken a new direction with a sophisticated, tailoring-based aesthetic. 

I think Rhianna is really inspirational and a great role model in how she is challenging the traditional fashion expectations. I think creating this collection to be an online launch only, supported by pop-ups is very timely for his generation and I cannot wait for the collection to be launched. 


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