It’s official, Rihanna’s new venture FENTY will debut its first collection on May 29, both online and at the brand’s pop-up store in Paris.

Though the location has not been disclose, the brand’s video ends on the Place de la Concorde in Paris, just a few steps from the famed luxury thoroughfare rue Saint-Honoré.

With Rihanna’s vision and character, Reflecting Rihanna’s , her character, and experiences, FENTY will reflect Riri’s own style and shall seek to transform customer’s attitude through their pieces and silhouettes.

Releases will be supported by pop-up boutiques and a digital platform where customer’s can cop the items. Releases will include special-edition pieces, available for limited timeframes, and core items from ready-to-wear, footwear, accessories, and eyewear.

FENTY is under LVMH and will operate outside of the traditional seasonal fashion schedule, retailing via multiple incremental Releases on a “See-Now-Wear-Now” model. Each of the releases, focused on a specific selection of product, will express a new facet of a woman and her wardrobe.

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