Rihanna isn't afraid to take risks with her fashion brand, signs partnership deal with Farfetch


Rihanna isn't afraid to take risks with her fashion brand Fenty, according to shoe designer Amina Muaddi, who was invited by Rihanna to create her own capsule collection for the label.

Rihanna launched her first collection for LVMH's Fenty in 2019, and Amina has praised the star for being adventurous with her line. 

Speaking to British Vogue, Amina explained that Rihanna is so warm and open to ideas, adding that she's out there trying things and is not scared of taking risks.

READ MORE: Rihanna to launch Fenty Skin this July - But you can shop these 9 local beauty brands while you wait 

"Rih tries the products on and tests them on herself — it’s cool to see that she cares how she feels when wearing them," she says. 

Fenty has also signed a partnership deal with the online luxury platform, Farfetch. Until now, Rihanna has sold her fashion line exclusively through its own e-commerce channel, but now Fenty has partnered with Farfetch to expand its global reach.

"We’ve long admired Fenty’s innovative approach to luxury fashion retail and the way they champion inclusivity for customers. Fenty was looking for a retail partner to double down on its digital-first business model and, with our global customer base and industry-leading platform model, it’s an ideal opportunity to work together," Giorgio Belloli, chief commercial and sustainability officer at Farfetch, tells WWD.

This new deal is expected to help Fenty be more widely distributed in markets such as the Middle East and Brazil.

Compiled by Phelokazi Mbude

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