Fenty for the People: Rihanna

FENTY is the name of the highly anticipated clothing line designed by the world's favorite bad gal Rihanna, released on May 31, 2018. The luxury brand is distinct from the star's other business endeavors, including makeup and lingerie.

The FENTY brand resides under luxury fashion house LVMH, owning Louis Vuitton and Christian Dior. The brand, however, is a disruptor in the luxury industry as it appeals to a more youthful and progressive demographic, contrary to longstanding fashion houses. In addition, FENTY utilizes its access to luxury textiles along with Rihanna's iconic urban style and understanding of youth culture.

Rihanna indicates that her creative control is crucial to her as she aims to make clothing she would wear. Rihanna's weight gain garnered a lot of media attention. Body shapes were a significant consideration of the collection, dressing all appearances rather than the petite model frame. Her silhouettes complement a range of figures, including her curvy figure.

In addition to size diversity, ethnic diversity was essential to Rihanna, notably in the campaign. This diversity sets the brand apart as luxury houses tend to use an all-white model cast. Beyond defying design and representation norms, Rihanna's involvement with LVMH marks the first woman, notably of color, to create and reside at the top of an original brand.

Regarding fashion, the FENTY line features monochromatic looks designed to emphasize and enhance the individual. The clothing exhibits a juxtaposition of feminine and masculine styles with tailored suits and fitted waists. The pieces may reflect Rihanna's growth as an individual, commencing as a pop star, inevitably entering the business world. Despite criticism surrounding FENTY's pricing, as a luxury brand, the clothing and campaigns are inviting, appealing to the practical woman.