Rihanna will be involved in curating her favorite picks from her Fenty collection as well as from other designers. The collaboration goes further with a Fenty pop-up opening inside Bergdorf’s women’s store on Feb. 3 in time for New York Fashion Week.
Last year, Rihanna and LVMH Moët Hennessy Louis Vuitton formed their fashion partnership under the Fenty banner. Fenty is developed with the pop star’s vision of ready-to-wear, shoes and accessories and how it should be marketed. She’s known for her daring, eclectic style of dressing, at times risque, tight and revealing, or street-inspired, or bold, classic couture for the red-carpet.
BG has been modernizing its web site since last year under the direction of Darcy Penick, who became president of Bergdorf’s in September 2018 after serving as chief executive officer of Shopbop, the online retailer owned by Amazon. Penick was picked to run BG specifically for her expertise in dot.com operations and the desire by BG’s parent company, the Neiman Marcus Group, to pump up e-commerce. The web site has a cleaner, modern look, with improved product photography and features for narrative storytelling and sharing the BG POV trends. The revamp is intended to bring a more curated and editorial voice to the BG shopping experience. BG also launched an app, mirroring the site, which will also have the Fenty/Rihanna curated content.
Read more from WWD:
WATCH: Look Back at Rihanna’s Career in Fashion