Farfetch has partnered with Rihanna’s Fenty line to be the brand’s exclusive digital partner. The retailer will be the only e-commerce channel to sell outside of the brand’s own channel.
The singer’s line is noticed for being the first brand backed by LVMH Möet Hennessy Louis Vuitton since Christian LaCroix.p The partnership is expected to help the brand reach a new customer base in the Middle East and Brazil where the brand has minimal to no distribution yet.
The latest collection is inspired by youth aesthetics and street style that emerged during periods of social change, fitting given the current political climate and call for civil rights action.
In a statement, Giorgio Belloli, chief commercial and sustainability officer at Farfetch, said, “We are thrilled to welcome Fenty to the Farfetch platform. We’ve long admired Fenty’s innovative approach to luxury fashion retail and the way they champion inclusivity for customers. Fenty was looking for a retail partner to double-down on its digital-first business model and with our global customer base and industry-leading platform model, it’s an ideal opportunity to work together.”