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Following the highly successful launch of Fenty Beauty last September, pop princess Rihanna has made her hotly anticipated foray into the realm of high-end fashion. Once again, the Barbados-born singer is backed by luxury behemoth LVMH, and that’s hardly a surprise, given her endorsements both on and off the red carpet of so many brands from its portfolio, and of course, her massive global star appeal which has made her cosmetics business a gold mine. The Fenty apparel brand is a luxury brand based in Paris, and is under full creative supervision by the star herself. Coinciding with the official launch of the fashion house earlier this week, a branded pop-up store opened its doors in the Marais district of the French capital. Housed in a lofty hangar-like structure – mind you, the entire façade is dipped in light blue and dons the Fenty logo for the occasion – which is used as a gallery space, the pop-up store measures 350 sqm. (3,767 sq.ft.) and sits below a glass roof which allows in plenty of daylight. Below a suspended grid of tubular lights, an elevated circular platform is situated which presents the brand’s eyewear.

Directly opposite, against a backdrop of a darker shade of blue, an apparel display comes with lounge seating, flanked by a bar setting, replete with stools, which showcases accessories and jewellery pieces, all under a gazebo-like structure. On the other side, more apparel can be found, displayed on sleek clothing racks lining a backlit plexiglass installation, and next to a dedicated section brimming with heels. The inaugural Fenty collection, dubbed Release 5-19, is marked by a street cred silhouette of accentuated shoulders and snatched waist for curvy women, and captured largely by a palette of summery colours and dark blue Japanese denim. Interestingly, the luxury brand will not follow fashion’s seasonal calendar, but instead release items on its own terms. The apparel pieces, accessories and shoes will be exclusively available at ephemeral retail spaces such as this one (open through Jun 2), in addition to a global online platform which will launch on May 29.

Images © Fenty


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