The Rihanna Effect

Is FENTY the new YEEZY?

Looks like Kanye West is not the only musician-turned-designer out there to cause some ink to flow. Rihanna's latest outing for Puma caused quite a stir as well. In fact, today's millennials are obsessed with her – and the fashion industry is too. From gracing the covers of fashion glossies, and starring in the campaign of today's hottest designer brands such as Dior and Balmain, to designing collections in collaboration with River Island or Stance, there seems like there is nothing the Barbadian singer cannot do.

 

 Fenty Fashion Show Ready-to-wear Collection Spring Summer 2017 Paris (by Valerio Mezzanotti for NOWFASHION)

 

Taking her obsession with fashion to the next level, the singer was appointed Creative Director for Puma in 2014 and therewith proved that fashion is much more to her than just another trick up her sleeve. Proving that her massive success goes far beyond the music charts, Rihanna is now in Paris for fashion week and just showcased FENTY, her latest collaboration with Puma, the second collection to be a full women's and men's wear offering, the first one having been revealed in New York. As the pop star is building her empire outside of the music industry, the question naturally arises: is FENTY the new YEEZY? Yes, it is and, in fact, it's way better. NOWFASHION tells you why in three steps. 

 

 Fenty Fashion Show Ready-to-wear Collection Spring Summer 2017 Paris (by Valerio Mezzanotti for NOWFASHION)

 

1. If the shoe fits...you can make a whole wardrobe!

It all started with that infamous shoe – not the glass slipper, but the Riri trainer. In fact, Rihanna designed a few sell-out shoe collections for the Germany based sportswear brand Puma before her collections hit the runways of Paris and New York, including "The Trainer by Fenty," which was followed by "The Creepy by Fenty" that was a huge success and sold out online after just 35 minutes. It is now back in stores and ready for you to judge if it really fits your Cinderella feet or not.

 

 Fenty Fashion Show Ready-to-wear Collection Spring Summer 2017 Paris (by Valerio Mezzanotti for NOWFASHION)

 

2. A collection speaking to millennials – at affordable prices.

As a designer, it is important to do a collection that epitomizes your style and if you happen to be a pop star-turned-fashion designer, it is even more important to not become elitist by speaking to just a bunch of selected fews – you have to be accessible to your large and diverse fan base. Keeping this in mind, Rihanna's FENTY Puma collections are paying a tribute to music and fashion, Rihanna's fascination with Japanese street culture, and Puma's sport-driven identity at affordable prices – think $140 for a pair of creepers, $325 for a lacing rib dress, and $225 for a a pair of kimono track pants. Prices that might indeed loosen your purse strings.

 

 Fenty Fashion Show Ready-to-wear Collection Spring Summer 2017 Paris (by Valerio Mezzanotti for NOWFASHION)

 

3. A new style icon that pushes boundaries.

In 2016, Marie Antoinette is black, wears pink hued athleisure, and goes to the gym after posing at the Hôtel Salomon de Rothschild. Or at least, according to Rihanna's latest Spring/Summer 2017 offering for FENTY, Marie Antoinette would have needed some luxurious, Louis XVI flavored street-wear outfits in which she could sweat it off. Being announced as the first black brand ambassador for Dior in 2015, and now the first black Creative Director for Puma, Rihanna has a similar discourse to one of her fellow Balmain designers, Olivier Rousteing, who also raises awareness around the fact that the fashion industry is still very much dominated by the white male and lacks in cultural and racial diversity, especially when it comes to the higher executive and creative work positions. A fact that might just slowly, but firmly – and finally! – change. At least we dearly hope so!

 

 

Read our latest fashion features and trend reports in NOWMagazine.

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