Fenty.com
by Rihanna & LVMH
Agency: B-Reel
Role: Digital Producer
For the highly anticipated launch of the FENTY maison we created the digital flagship where the stories of the collection, best-in-class fashion commerce and the community around the brand all come together. FENTY.com is the destination for anyone wanting a piece of this new venture that is guaranteed to break with the conventions of luxury fashion, in a way only Rihanna can.
Without a traditional retail presence, a key challenge for any luxury fashion brand is to make people experience the quality of the products through a digital interface. The FENTY digital flagship presents all pieces in a release in their full glory through a set of native interactive features.
FENTY aims to inspire everyone to feel and wear anything they want, rather than following something dictated by a brand. Instead of presenting finished looks, pieces in the collection are presented based on the concept of “stacking”, encouraging women and men to embrace and celebrate their own individual take on fashion.