US singer, Rihanna has used a photo which shows the daily hustle at CMS Lagos for her new Fenty campaign. The Rihanna Fenty campaign which had a backdrop showing CMS Lagos is said to be her first ever campaign video for her brand.
The brand Fenty will be launched online on May 29. According to Rihanna in a New York Times interview published on Monday, the plan for the brand was to be “disruptive” and change the luxury fashion world with a focus on direct-to-consumer online sales.
The collection includes sunglasses, shoes and other accessories which will be added every few weeks. The brand which was launched in partnership with LVMH, makes Rihanna the first black woman in history to run a major luxury fashion house.
LVMH includes a number of high fashion houses, including Louis Vuitton, Fendi, Christian Dior, Givenchy, and Marc Jacobs among others.