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

Follow us on social media: FacebookTwitterInstagram

Sign up to W24’s newsletters so you don't miss out on any of our stories and giveaway.

We live in a world where facts and fiction get blurred
In times of uncertainty you need journalism you can trust. For only R75 per month, you have access to a world of in-depth analyses, investigative journalism, top opinions and a range of features. Journalism strengthens democracy. Invest in the future today.
Subscribe to News24
Voting Booth
What are you most looking forward to buying this Black Friday?
Please select an option Oops! Something went wrong, please try again later.
It looks like the pandemic is still far from over, so more loungewear
17% - 25 votes
The lockdown has made me want to invest more in homeware and furniture, so I'll be adding those to my Black Friday cart
25% - 38 votes
I'm going to use it to get a headstart on Christmas gifting
38% - 57 votes
Footwear is all about comfort this year, so definitely sneakers
13% - 20 votes
It's a good time to get discounted wigs and other beauty essentials
7% - 10 votes