CEO and Artistic Director of Fenty, Rihanna, inaugurated the label with a pop-up store in Paris on May 23 as well as on the brand’s online platform. Reportedly, Fenty is to be based in the French capital, just like its parent company LVMH. “Fenty seeks to empower our audience and customers, transforming their attitude through our clothes and silhouettes”, said LVMH in a statement. “Inspired by a worldwide community beyond traditional boundaries, Fenty embraces a fundamental freedom: a freedom from convention and rules. This marks a new evolution in luxury; created from simple yet elevated materials, engineered with a modern take on classic silhouettes”.

The LVMH’s new Maison is to operate “outside of the traditional seasonal fashion schedule”, and retails via multiple incremental Releases on a “See-Now-Wear-Now” model.