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fenty rihanna lvmh campaign video
Fenty campaign video

So, Rihanna’s Fenty label is here already

The singer has dropped a campaign video for the widely anticipated LVMH-backed brand

OK, so we know it was only last week we told you that Rihanna’s first collection for new LVMH-backed label Fenty was imminent, but she’s only gone and given us a first look at what to expect already. 

Set to launch online on May 29 and at a Paris pop-up on May 24, Fenty will release special-edition pieces alongside core collections as ‘See-Now-Wear-Now’ outside of the traditional fashion week schedule.

Teased in the newly released campaign video, you can watch models walking around at hyper-speed (the bad gal also appears in short bursts herself) in elegant, tailored looks. Featuring ready-to-wear, footwear, accessories, and eyewear, Fenty’s debut collection will reflect RiRi’s own style, while seeking to empower its customers through classic silhouettes.

“Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and Fenty speaks to all of our intricacies,” explains Rihanna. “It was imperative that we created a line versatile enough to embrace and celebrate us.” As the first black woman to be heading a major fashion house in Paris, Rih is making history and aims to continue spotlighting diversity. 

“I’m just hyped to see people in my clothes, man,” says Rihanna. We’re hyped too RiRi!