Rihanna’s Fenty brand shares first ever campaign video

“It’s official.”

May 20, 2019

Rihanna's luxury fashion brand Fenty has shared its first official advert. The clip, which can be seen above, shows a wide range of women posing in sites across the world and is set to harsh, industrial music. Check it out now.


Fenty is due to launch online on May 29. In a New York Times interview published on Monday, Rihanna said the plan for the brand was to be "disruptive" and change the luxury fashion world with a focus on direct-to-consumer online sales. The collection, which includes sunglasses, shoes and other accessories, will be added to every few weeks.

Launched in partnership with LVMH, Fenty makes Rihanna the first black woman in history to run a major luxury fashion house. Along with Louis Vuitton, LVMH includes a number of high fashion houses, including Fendi, Christian Dior, Givenchy, and Marc Jacobs among others.

Rihanna’s Fenty brand shares first ever campaign video