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3 things to remember from the first Fenty collection by Rihanna

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Schematic "phygital"

Between physical and digital sales, Fenty distinguishes itself by its licked strategy, thought for and by millennials. Home retailing can rely not on seasonal collections but on micro-collections, called "drops", distributed in pop-up stores and online at regular intervals. Note that Rihanna is both artistic director and CEO of her claw, second house incubated ex nihilo by LVMH group since Christian Lacroix in 1987.

Tailoring King

Extrapolated shoulders, arched waist ... If Fenty were to be reduced to some great principles, the art of costume would compete with the corsetterie in a spirit almost "body-conscious": "I sometimes like to be tomboy in costume, and the next day, I will want feminine clothes, close to the body ", explains Rihanna in an interview with Le Monde. The equilibrium is born of the materials, smooth , on these silhouettes with the cord.

Ostentation with the accessory

"Spoiled" by Rihanna herself last January, the Fenty goggles were just the immersed part of a nebula of accessories zapping jewel to shoe. The polymath, who had been particularly fond of sneakers during these parades for Puma, supports here her cloakroom of pumps 'décolleté' in colorama sometimes pop, sometimes terracotta. 

www.fenty.com

 

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