Last week fashion conglomerate LVMH (the masters behind Dior, Fendi, Celine and of course, Louis Vuitton) announced that they were launching a new luxury brand, with global icon Rihanna, named Fenty, into its roster.

It is the first time since 1987 that LVMH have launched a new launched a new luxury fashion house (the last one they launched was Christian Lacroix), and the format of Fenty as a brand will not run the same as their other big names. 

Inspired by a worldwide community beyond traditional boundaries that sees the likes of Dior and Fendi take to a traditional fashion schedule, it has been announced today that the Fenty will run on a ‘see-now-wear-now’ model, with each release focussing on a specific selection of product.

Further to this, unlike its luxury fashion counterparts, Fenty will represent what it means to be a 21st century brand and will operate from a digital flagship – www.FENTY.com and be supported by pop-ups boutiques which promise to be an immersive experience for their customers. 

But what about the clothes?

They aim to represent Rihanna’s attitude, her ethos and her spirit. The designer explains: “Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and FENTY speaks to all of our intricacies. Some days I want to be submissive, many days I’m completely in charge and most days I feel like being both….so it was imperative that we created a line versatile enough to embrace and celebrate us in that way. The collections are easily worn together and meant to be staples in our wardrobe.”

The trailer teases elevated staples (yes) and luxe looking fabrications (double yes), a neutral easy-to-style colour palate (triple yes) and totally wearable (jackpot).

Fastest finger first,  the collection drops online on 29 May. 

Images: Getty / Youtube