“In a time where fighting for global freedoms takes center stage, this release speaks to a generation that is a different kind of rebelliousness,” Fenty says as it premieres the first of a three-part collection
Today, exclusively on AnOthermag.com, Rihanna’s luxury label Fenty debuts the first part of a summer collection inspired by the rebellious and galvanising spirit of youth. Eschewing the industry’s traditional seasonal release calendar, Fenty’s summer outing will arrive over the course of a month, in what the brand describes as a “three-part journey exploring different facets of youth culture, from the multi-hyphenate work ethic to the new digital rave scene”. Earlier this week, the brand teased the new collection with a series of images and a video by Lea Colombo, shot in the London-based photographer’s distinctive, colourful style.
Also shot by Colombo is the more restrained first part of the Release 6-20 series, which captures models, artists and musicians in Fenty’s modern wardrobe in a series of moody 90s-inflected images. Almost as if torn from a teenager’s bedroom wall, the cinematic black and white portraits are framed with masking tape, folded corners, rips and splashes of colourful paint. In the black and white short film accompanying the images, the camera rotates hypnotically around the film’s stars – swerving intimately close – while flashing in and out of VHS-style shots reminiscent of eras past. The result is a nostalgic yet empowered portrait of the collection and its models – musician Coucou Chloé, and models Amrit, Lillian, Mao Xin, Assa Baradji and Daniel G.
The collection arrives following several months of global lockdowns and amid the most significant collective civil rights demonstrations for a generation. In this era of isolation and social revolution, Fenty states that, “as with every release and especially now, Fenty celebrates freedom, diversity, unity and solidarity”. The collection takes inspiration from “decades of youth aesthetics and styles that emerged during periods of steep social change”, with each part of the month-long release celebrating a different facet of youth, building in vibrancy and energy over the three releases. This more subdued first drop specifically references the subcultures of the 1990s, with an array of baggy rave silhouettes, tie-dye prints, grunge hoodies and sensual asymmetric dresses.
Rihanna’s label has responded to the difficulties of these times in more direct ways, too. Last week, Fenty spoke out following the murder of George Floyd and worldwide Black Lives Matter protests, urging followers to “speak up, stand up, and pull up against racism and discrimination in all forms,” while donating funds to charities Color of Change and Movement for Black Lives. The brand also halted all business on #BlackoutTuesday in solidarity with the black community. Earlier this year, the former AnOther cover star also donated £1.6 million in aid of domestic violence victims affected by coronavirus; £4 million to worldwide coronavirus efforts, and a further £600,000 to help with the response in Barbados via her charity, the Clara Lionel Foundation.
Today, the passionate words of Rihanna’s much-Instagrammed NAACP Image Awards acceptance speech given in February feel more pertinent than ever. “If there’s anything that I’ve learned it’s that we can only fix this world together … We can’t let the de-sensitivity seep in: ‘If it’s your problem, it’s not mine. It’s a woman’s problem. It’s a black people problem. It’s a poor people problem,’” she said. “So when we’re marching, protesting, and posting about the Michael Brown Jr.’s and Atatiana Jeffersons of the world, tell your friends to pull up … Imagine what we could do together.”
Drop 1 of Fenty Release 6-20 is available to shop now at fenty.com. Drop 2 arrives on June 18, 2020 and Drop 3 on July 15, 2020.