ABC/Lou RoccoRihanna has shared new details on her upcoming Fenty fashion house, launched in collaboration with LVMH, in a new interview with T Magazine.
Speaking with playwright Jeremy O. Harris, the global star shed some insight on the forthcoming line’s unique distribution method. Set to launch on May 29, sales will begin via Fenty.com with the brand focusing primarily on direct-to-consumer online sales.
“I want to be as disruptive as possible,” Rihanna says, explaining the line’s business model. “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.”
Ahead of its historic debut, Fenty gifted fans with a first look at the luxury brand. In the campaign video, a handful of models are seen sporting neutral hues as they pose in front of an ever-changing backdrop.
Launched in partnership with LVMH, Fenty makes Rihanna the first black woman in history to run a major luxury fashion house.
Elsewhere in the interview, there is a bit of intel regarding Rih’s highly-anticipated ninth studio album. While the singer confirms that her next release will be a reggae project, she revealed that she has yet to title the effort but may just settle for R9, a working title her Navy fanbase has suggested.
“I’m about to call it that probably, ’cause they have haunted me with this ‘R9, R9, when is R9 coming out?’ How will I accept another name after that’s been burned into my skull?,” Rihanna said.
Fans, however, shouldn’t expect to hear a Drake collaboration. “I don’t see it happening,” she said of her “Work” collaborator. “Not on this album, that’s for sure.”
Rihanna also added that the album doesn’t currently have a release date.
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