Move over Paris and Milan, Rihanna has subtly made Barbados the new home of high fashion.
Earlier this month, LVMH — owners of Louis Vuitton, Fendi, and Dior — announced that they are partnering with Rihanna to launch her very own high fashion label, FENTY. Not only is this the first label launched by LVMH in over 30 years, but Rihanna is also the first Black woman to lead a fashion house under its name. This major move is not only historic but highly anticipated.
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Rihanna started off the week by releasing a campaign video for her new label. The visual includes models posing in various styles from Rihanna’s upcoming line as the pop singer works as the creative director. What fans may miss upon the first watch, however, is how Barbados and its rich history serves as the backdrop.
The video begins with models posing in front of straw huts, similar to the slave houses found in St. Michael. Rihanna then takes us to Broad Street in Bridgetown, Barbados where we see busy shoppers heading to and from local markets. Other landmarks you may recognize are the Cave Shepherd shopping mall on Broad Street and Rihanna’s childhood home in Bridgetown which is located on a street that has since been named after the singer.
While many don’t immediately think of Barbados as a high fashion market, Rihanna is set to change that. You can keep an eye out on Rihanna’s upcoming label by visiting FENTY.com.