Rihanna launches luxury Fenty fashion brand with a Paris pop-up

Rihanna is breaking ground at LVMH with her new Fenty fashion brand.

The new brand, which Rihanna launched on Wednesday last week, is the first major fashion brand that LVMH has founded from scratch.

Fenty’s new Parisian pop-up is in the heart of the trendy Marais district, and opened to the public on Friday. It launched online on May 29.

This is what you can expect to see:

Rihanna unveiled the chic new Parisian boutique to a handful of fashion editors and celebrities.

These fashion insiders swooned over her new collection, which features a mix of tailored blazers and oversized Japanese denim jackets.

According to Vogue, the collection is a round-up of the kind of clothes Rihanna would like to have in her own wardrobe but couldn’t find elsewhere.

“I often walk into stores and I’m like, ‘I love this, but I wish it was more like that, or in a different colour or in a different fabric’ – and now I get to do it,” she told Vogue.

It starts at US$200 for a T-shirt and goes up to more than US$1,200 for a reversible parka.

A creation from Rihanna’s Fenty can be seen in a pop-up store in Paris. Picture: Reuters

The collection extends to accessories, including her point-toe strappy sandals, which come in bright and natural shades.

Rihanna poses as she unveils her first fashion designs for Fenty in Paris. Photo: AP

Fenty’s clothing and accessories will run on a six-to-eight-week cycle. It won’t have a fashion show, and it will only be sold direct-to-consumer through the store and online.

Designs are displayed as Rihanna unveils her first fashion designs for Fenty at a pop-up store in Paris. Photo: AP

“There is no six-month wait, you get it when you see it,” she told Vogue. “There’s no tease. You see it, love it, and want it and that’s because I’m like that, I want things right away – I see designers’ new season [products] and I’m like, ‘Look 11, I need that’!”

This isn’t Rihanna’s first foray into fashion, however. She was previously creative director of women’s collection and Puma and runs her own lingerie business, Savage x Fenty.

She also has her own make-up line, Fenty Beauty.

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