"It's going to be different and unique": How Rihanna wants to revolutionize fashion

"It's going to be different and unique". Music and Instagram star and first black woman to lead a luxury brand launched with French giant LVMH, Rihanna promises to revolutionize fashion. The 31-year-old diva born in Barbados insists that she is not from this milieu - select, always very white and mainly run by men - and wants to "bring her style to it".

“I am aggressive, I like strong silhouettes and women to look confident. This is exactly what I would like to bring,” she says. On the occasion of the launch of the ephemeral store of her Fenty brand in Paris a few steps from the Place des Vosges, the star followed by 170 million people on social networks, wears a fitted white mini-dress-jacket with pronounced shoulders perched on stiletto heels, flesh-colored sandals with pointed toes like her coral red nails, very long.

A look of a sexy and powerful woman

Massive jewels add an extra touch to her assumed look of a sexy and powerful woman. All the pieces worn by Rihanna are from Fenty's first collection, which can only be seen in stores for ten days, but can be purchased online from May 29. The changes in the world of fashion, she wants to bring them from her point of view as “a young black woman who adores and adopts the ideas and energies of young people and wants to transform them into something luxurious for a luxury house”, LVMH, whose Chairman and CEO Bernard Arnault, gave him "carte blanche".

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“I appreciate the fact that they are very flexible and allow me to do things in my own way (…). Bernard Arnault is not stupid, he is a very intelligent and open man, ”she underlines. The diva defines her style as "very flexible and according to the mood". "It's like most women who ask themselves 'how do I want to feel at this time of day, will I be comfortable, will I be conservative, sexy?' “, she continues.

The one who has already collaborated by creating sneakers for Puma and a cosmetics line with LVMH with a palette of around fifty shades of foundation suitable for all skin colors, hopes to be able to "expand" the luxury brand customers. “I want all kinds of women to wear my clothes,” says Rihanna, whose brand shows a gray-haired model in an advertisement and promises clothes up to size 46.

"I like the customer who hates waiting"

Strong shoulders, pronounced waist, exposed legs and corset, in denim, to play down the old-fashioned "feminine" side: this is Fenty's first collection in pure colors-pink, white, or camel. Streetwear-inspired trouser suits are worn with futuristic XXL glasses and maxi golden earrings adorned with crystals. “The fashion shows are not yet on the agenda”: ​​this millennial wants to innovate for the millennials – the biggest luxury consumers of tomorrow. The presentation and distribution of the collections will not be done in the traditional way either.

“I don’t come from the fashion industry and my vision will be much less traditional,” assures Rihanna. She plans to unveil parts and accessories as singles that will one day go into an album and make them immediately available on the internet for her fans.

"The consumer must be able to have a piece that he likes immediately and not in six months (…) I like the customer who hates to wait", assures Rihanna, alluding to the time that passes between fashion shows ready-to-wear classics and the sale of collections in boutiques.