Pop icon, businesswoman and actress, Rihanna, just released the promotional video of her luxury fashion brand, Fenty, and it featured one of the most popular cites in Lagos Island, the CMS bus stop.
In the promotional clip, a backdrop showed people from all walks of life going about their businesses in the popular CMS environ.
The nine-time Grammy-winning pop star told the New York Times her Fenty label would be “as disruptive as possible.
“The brand is not traditional. There is no runway show. It’s a new way of doing things because I believe that this is where fashion is going to go eventually,” she said.
The world’s first look at Fenty came not on traditionally slender models, or on a catwalk, or during fashion week. Instead, it is seen worn by Rihanna herself and is being launched several months earlier than expected, well outside of the established fashion calendar.
Fenty is the first new luxury house to be founded by LVMH since the launch of Christian Lacroix in 1987 and the first to be helmed by a woman of colour. At Rihanna’s right hand as style director of Fenty is her longtime stylist, Jahleel Weaver.
See the campaign clip: