On the 15th July, Rihanna’s Fenty launched their new summer collection drop, dubbed Release 6-20, on e-commerce giant Farfetch, marking the start of a new relationship. Farfetch has signed on as the exclusive digital partner for Fenty (which will also only be sold on Fenty.com) bringing the brand to key international markets.
This drop is a culmination of summer – “’90s undertones, over-dyed pinstripe, psychedelic flower motifs and asymmetric cuts that look to the spirit and optimism of youth,” all available online, alongside Amina Muaddi-designed Fenty shoes, and full 2020 collections from the label. We’re liking these cool cuts that are comfy but not too casual.
Fenty has won over legions of loyal millennial and Gen Z fans with its digital first strategy and a combination of culture, music and inclusivity at the core. Merging streetwear and hip-hop styles with well-crafted fashion forward statements, remarkably, Rihanna Robyn Fenty is still also one of very few black females heading up a big fashion house. The growth of her business (including a super successful beauty brand) is testament to the shifting tides of fashion for younger generations.
Celebrity fashion labels do not usually inspire much critical acclaim or long-term success despite all the noise and buzz around them. However, this pop princess and Barbados-born superstar has broken the mould with a well-wrought aesthetic and swaggy, fun, youthful appeal. A commitment to bringing style and empowering individuality in the label has aligned well with that of Farfetch, in which their Chief Commercial and Sustainability Officer, Giorgio Belloli says: “We are thrilled to welcome Fenty to the Farfetch platform. We’ve long admired Fenty’s innovative approach to luxury fashion retail and the way they champion inclusivity for customers.”