Fenty - How Rihanna Took Over The Fashion Industry?

Robyn Rihanna Fenty, famously known as Rihanna, began her global beauty and fashion domination with the launch of her beauty line, Fenty Beauty, on 8th September 2017. At its core, the Fenty Beauty line is all about diversity and inclusivity.

It was launched with an impressive 40 shades of foundation, a wider range than any new beauty company had ever offered. The line has since expanded to include 50 skin shades.

In 2018, Rihanna launched her Savage x Fenty intimate wear collection, which took the world by storm. It was an instant hit. What sets the line apart from its competitors is its extensive sizing range.

Luxury fashion has traditionally been inaccessible to larger, plus-size women, as most brands offer a limited range of sizes. Rihanna’s fashion venture aimed to change that. The first Savage x Fenty runway show was an empowering display of high fashion and entertainment, celebrating women’s bodies in all their glory.

The show featured women of all sizes, races, ethnicities, trans women, and disabled women. It was a big lesson in inclusion and diversity—something that struggling brands like Victoria’s Secret have failed to embrace.

According to a Tribe Dynamics report from September 2019, Savage x Fenty ranked eighth with a $14.8 million earned media value, marking a 394 per cent month-over-month increase. The immense success of the show can be attributed to its ability to resonate with the public.

Rihanna showed the world that every woman deserves to feel sexy in their own skin and should embrace that fully. Women and fashion communities everywhere have praised the singer for her visionary approach to high fashion, which has always struggled with issues of racism and exclusion.

Rihanna’s collaboration with fashion giant LVMH to launch the Fenty Fashion Line had been in the works for two years. Created with the same mission and vision of diversity and inclusivity, Rihanna was at the helm of every step of the process—actively participating in designing, production, and advertising the flagship line.

This partnership was a groundbreaking moment in the industry, as it made the American singer the first woman of colour to lead an LVMH brand, solidifying her status as one of the most influential people in fashion.

Rihanna also became the first woman to create an original brand for the fashion conglomerate. LVMH reportedly invested $30 million into the luxury line. This landmark move is part of the conglomerate’s strategy to cater to an increasingly diverse and technologically savvy demographic—the millennial generation. Millennials are more critical about a brand’s ethics than previous generations.

For some time now, there have been calls for the entire fashion industry to re-engineer itself to fit the ideals of the 21st century, which includes greater work transparency, more representation of different ethnicities, and body positivity.

The Fenty Beauty and Fashion Line is LVMH’s attempt to diversify its creative leadership and rebrand its efforts. The only other black person to head a fashion house under LVMH is Virgil Abloh, the artistic director of Louis Vuitton since 2018.

Rihanna’s entry into fashion was a tectonic shift for an industry that has long grappled with influencer culture, racism, and tone-deafness to social change. Fenty Maison achieves such a level of appreciation and success due to its narrative of strong female leadership and an emphasis on being tailored for women of all races, sizes, ethnicities, and genders.

Aside from Rihanna’s massive social media influence, Fenty has been able to connect with the public and generate an authentic response of gratitude and appreciation.

Just like Rihanna, Fenty is bold and unapologetic, marching to its own beat and defying the age-old conventions of luxury fashion. The brand’s message is clear: beauty and fashion ought to be diverse and inclusive.

It is re-directing the narrative of traditional, sexist visions that have idealised skinny bodies and Caucasian aesthetics.

Fenty Maison stands out as an emblematic change among major fashion houses that have long represented European hegemony. It is redefining the outdated outlook on what is perceived as European privilege, opulence, and luxury.

This collaboration has proven to be a savvy investment for LVMH. The company reported more than $14 billion in revenue in Q1 of 2019, marking a 16% increase compared to the previous year. The impressive numbers reflect macro changes in the market, signalling a shift from conservatism to greater representation.

Fenty is a success story, not just as a celebrity-owned brand, but because it has established a narrative that resonates with a diverse audience. Fenty is about women empowerment, and it’s about being part of the cultural and historical shift in fashion consumerism.

Every aspect of Fenty, from its runway shows to its collections, evokes a sense of belonging for people who have typically been left out by the majority of brands. It truly is unlike any other celebrity fashion project. Fenty is reshaping the ethos of the fashion and beauty industry, and people are here for it.

Conclusion

Rihanna’s rise in the fashion and beauty world has been nothing short of revolutionary. From launching Fenty Beauty to collaborating with LVMH, she has successfully used her platform to challenge outdated norms and reshape the industry with inclusivity at the heart of it all.

Fenty’s commitment to diversity, body positivity, and female empowerment has made it a global force to be reckoned with. As more brands strive to follow in her footsteps, Rihanna’s influence will continue to inspire the future of fashion, proving that diversity and inclusivity are not just trends, but essential values that the industry can no longer afford to ignore.