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The singer and designer wants to expand the fashion community while disorienting it.
Last year, Hamish Bowles, a Vogue writer, asked Rihanna in an interview about her big picture projects for her fashion brand. "I know where I'm going next," she said. "But I can not tell you. What is the pleasure in this?
After her Savage x Fenty lingerie show in spring 2019 at Brooklyn Navy Yard, Rihanna's strategy seemed clear: she plans to expand the fashion community while disorienting her.
She also wants to be entertained. "I'm bored, I'm bored a lot," Rihanna said backstage after the show, "It's like a pair of shoes, you know, they're only good until tomorrow. "
Already, the singer and designer has shown her audacity with her personal style, transforming a wine glass still present as an accessory and wearing a dress by a young designer Pratt Institute in a video clip.
With Fenty Beauty, the makeup line she presented last year, she created a truly diverse makeup brand, offering products in dozens of shades across the color spectrum.
Now, perhaps in a response to Victoria's Secret, Rihanna does the same with lingerie. Yes, the models, including Gigi and Bella Hadid, have made their appearance. But the collection was much more about the presentation of women of all sizes and ethnicities, including two visibly pregnant models.
Raisa Thomas, a makeup artist 26 years old and over-Cut model, said she had been "hit by a casting director in a DM" and had finished in the series. She appreciates the way Rihanna diversifies the fashion industry, she said.
"She puts it on the map for people to be inclusive," said Ms. Thomas. "Plus size, white, black. It's good for young women to see different types of people at a fashion show. "
The crowd also felt more diverse than celebrities and fashion celebrities, many of whom traveled to the airport to catch flights to Europe.
As for disorientation, the presentation paid little attention to the fashion show protocol. The models emerged unexpectedly in the dim light until the crowd noticed that the show had really begun; mobile phones were then eliminated.
The elevated stage was more built than the track, with a pond, a "culture station" and botanical domes filled with tropical plants that blocked the sightlines. Unless you moved into the room (there was no room), you missed half of the stares. The atmosphere was less gawkfest than that of the performance, with models moving slowly, crawling on all fours, performing ferocious choreographed dance moves.
Behind the scenes, Rihanna said the concept was to mix organic with the futuristic, "or what we hope to see in the future. Women are celebrated in all forms and in all types of bodies and all races and cultures.
She added, "It's unfortunate that women feel insecure or misguided about the appearance of their bodies."
Although his line of sportswear with Puma was a success, the clothing brand did not present a collection this year. And his shows during New York Fashion Week seemed more a consequence of hands-on programming, during the same week as his Diamond Ball fundraising gala. One wonders where she will go from here.
When asked about her move to lingerie, Rihanna said, "I wanted to do it, I wanted to do it well and I wanted it to be respected. So I took my time.
She was always "shocked", she said, as the industry takes her seriously as a designer. "I know where I am. I am brand new I am learning again and again. I like to create. I like the process.
Rihanna was less enthusiastic about the promotional part of building the brand, especially through social media. She called Instagram "the death trends "and its prolific use of Snapchat has recently cooled.
"I understand that it helps the brand and that it's a way to communicate your events and new products to your fans and the world," said Rihanna before adding, "There is a battle between what you really want to share and know. "
She laughed. "I respect him. But, you know, I'm not going to put all my meals on it.
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