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Since announcing plans with conglomerate LVMH to launch an eponymous fashion line, Rihanna’s had us burning with anticipation for the launch of Fenty. And now we know it’ll be available by month’s end, and she just revealed more about how truly ground-breaking her new label plans to be. Ahead of its initial drop this week at a Paris pop-up, the style icon graced The New York Times Style Magazine’s first digital cover, opening up on her vision for the label, and oh-so-tantalising future plans.

Here are the five things we now know about our already-favourite new label…

 

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1. It’ll have its whole own distribution model – and no runway shows

Opting for a non-traditional, direct-to-consumer model, the line will have pieces available to buy exclusively on its website, immediately upon launch. This is opposed to the traditional high fashion strategy of hosting fashion shows, building hype, and then later selling through high-end boutiques. The lady herself cites her own experiences as a consumer as part of the reasoning. “I’m a millennial, you know?,” she said. “People are always looking for the thing that hasn’t made it online yet. And as a consumer, I hate seeing something on the runway and then having to wait six months for it.”

And it seems like she aims to please the fans. “With this, you see it, you love it, you can have it. I want to be as disruptive as possible. The brand is not traditional,” she said, shrewdly adding, “It’s a new way of doing things because I believe that this is where fashion is going to go eventually.” And with the phenomenal success of her size and gender-inclusive Savage x Fenty lingerie line, and Fenty Beauty makeup, which caters to all shades of skin, well, we think she knows what she’s talking about.

 

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2. There’ll be continuous additions to each collection

Luckily for consumers too, they’ll be taking advantage of the freedom such distribution affords. Rihanna and her team also plan to add new items to her collections every few weeks, keeping customers on their toes (almost like singles on an album, says her style director, Jahleel Weaver).

 

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3. It’ll play with masculine and feminine looks

We also now know the collection will feature suits, skirts, corseted items, sunglasses, accessories, and shoes, and take some major inspiration from Rihanna’s equally masculine and feminine-inspired wardrobe, and penchant for mixing high and low fashion. And whilst most women are decidedly not RiRi, her multifaceted nature resonates for many of her fans. Jahleel Weaver, her former stylist who’s landed the coveted role of Fenty’s style director, spoke of Rihanna’s chameleon-like nature, and Fenty’s aim to speak to today’s real women. “Luxury has been defined in the past as one woman, one brand,” he said, but that today’s women are not “just one thing,” with “Rih being the perfect example of that.” Anyone who’s been watching Rih’s style evolution over the years would find it hard to disagree with that.

 

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4. She’s even moved to London because of it

With the pieces designed in Paris, and manufactured in Italy, RiRi just relocated to London to be closer to the action. “I never just wanted to put my name on something and sell my license,” she said, adding, “I’m very hands-on, so I wanted to take it slowly and gain respect as a designer.” And the boon? She can even walk around London streets relatively unnoticed, apparently.

 

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5. She’s coming for your hair next

For those not content to make up their face in Fenty beauty products, wear Fenty undergarments, and dress themselves in all Fenty garments, rest assured – she’s coming next for hair. “As soon as I’m ready to give up the two hours of sleep that I get now, that’s for hair. You know we’re not stopping.”

 

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Until then, we’ll wait for Fenty’s first major drop. But be warned, these pieces might be for those with slightly deeper pockets, with most garments starting in the triple digits. So, we might be building our Fenty wardrobe piece by piece, starting with accessories. But from the looks of it? It’ll be totally worth it.

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