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 The latest example of this is Rihanna, who is set to stage her
designer lingerie show for New York Fashion Week on Tuesday to
an audience where phones and cameras have been banned.
That is because the highly anticipated "Savage X Fenty" fashion
show unveiling her fall/winter 2019 latest looks will stream
exclusively on Amazon Prime Video to more than 200 countries
beginning Sept. 20, ten days later.
Known for her daring, colorful looks on the red carpet, the
Barbadian singer has become an increasingly influential force in
the fashion world, and especially so since pairing up with
luxury group LVMH to launch a beauty line.
That venture, called Fenty Beauty, had reached nearly 500
million euros ($550 million) in sales by the end of 2018 after
only a year and a half.
The range catered to a more diverse clientele than many other
brands, with a wide variety of skin tones in its foundation
products for example, helping it succeed beyond its association
with the singer.
LVMH followed up on the partnership with the launch of a new
luxury brand with Rihanna in June - the first time in over 30
years the acquisitive group, home to major names like Christian
Dior and Louis Vuitton, had started a label from scratch. It has
given few financial details of the venture, also named Fenty.
The brand will mostly be sold online or through temporary pop-up
stores, and will revolve around small collections that are
rapidly renewed, a model increasingly followed by luxury labels
new and old to entice younger shoppers.
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Star power has worked particularly well in cosmetics, where reality
TV star Kylie Jenner's make-up line has made her a billionaire, and
singer Lady Gaga is preparing to launch her own standalone make-up
brand, sold initially on Amazon.
U.S. handbag maker Coach has turned to singer and actress Selena
Gomez to help design some models of bags, while singer Pharrell
Williams has designed sneakers for France's Chanel.
On Tuesday, the Rihanna show, which is not linked to LVMH in any
way, will also feature music performances by artists including DJ
Khaled and Halsey and "special appearances" by models Cara Delevigne,
Bella and Gigi Hadid, actress Laverne Cox among others.
Media and attendees have been told that photography and videography
are prohibited inside the venue, and that cell phones will be locked
in a case during the runway.
"She (Rihanna) has re-invented the idea of what fashionable lingerie
should be for a global customer," head of Amazon Studios Jennifer
Salke said in a statement, saying the streaming deal would give
Amazon.com Inc's Prime members "an exclusive front row seat."
The brand's latest collection of lace bralettes starting at $17.50
and bodysuits starting at $34.30 and more also became available for
purchase on Amazon Fashion on Tuesday.
(Reporting by Melissa Fares in New York and Sarah White in Paris;
Additional reporting by Alicia Powell in New York; Editing by Steve
Orlofsky)
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