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NEW YORK — There’s a Fenty “takeover” happening at Bergdorf Goodman, encompassing a third floor pop-up, windows on Fifth Avenue and 58th Street, and a front-and-center presence on the bg.com e-commerce site.

Fenty’s unique perspective on fashion, in regard to our disruptive position in culture, makes Bergdorf Goodman the perfect partner for our first release of 2020, said Rihanna, Fenty’s chief executive officer and artistic director.

“I believe that the Fenty brand has a lot to offer to the evolution of the BG landscape,” she added. “We have an incredible opportunity to bring a younger demographic through their doors, while offering our customers a luxury experience in an establishment like theirs.”

The Fenty pop-up at Bergdorf’s, showcasing ready-to-wear, footwear, accessories, jewelry and eyewear in a mix of punk military styles with sport luxe, opened Monday and will stay up for three months.

The Fenty pop up at Bergdorf Goodman's/

Fenty’s trench parka, asymmetrical knit top, padded baggy; oversize turtleneck, knitted pants and pumps; trench parka, knit wrap dress and parachute boots.  Masato Onoda/WWD

There will also be digital installations in Bergdorf’s five Fifth Avenue windows on Thursday and Friday and in two 58th Street windows for two weeks, as well as displays on the main floor through Feb. 17 to reveal Fenty’s latest campaign and kick off New York Fashion Week.

In addition, Rihanna will guest edit BG’s newly revamped web site and have her own homepage live for one week.

Among the “core” pieces is the utilitarian corset dress, priced $810. It’s wide in the shoulders to evoke empowerment, pinched at the waist, and made from a stiff khaki cotton gabardine with contrasting satin paneling. Other key pieces include the quilted flaired pant with a slit and the Blockt Mask oversize sunglasses. There’s also a cameo with the profile of an African-American woman and rimmed with pearls and crystals. The footwear array includes pumps, boots and sandals. While the styling is bold, Fenty’s maze-like logo is subtle.

Prices range from $200 T-shirts to $1,660 trenches, with an average price of $697.

The Fenty pop up at Bergdorf Goodman's/

Fenty’s oversize Blockt Mask sunglasses.  Masato Onoda/WWD

Fenty was formed last year by Rihanna and LVMH Moët Hennessy Louis Vuitton. The collection is developed with the pop star’s vision of rtw, shoes and accessories and how it all should be marketed. In an unconventional approach to distribution, Fenty offers drops or “releases” every month or so, rather than seasonal collections. But there’s no strict timing for the releases. It’s when the creator feels the next release is ready for public consumption.

The latest drop, called “Release 2-20,” is the first of the year and the brand’s eighth since last year’s launch. A preview of Rihanna’s inspiration and mood board for the 2-20 release is visible on bg.com.

The pop-up is 540 square feet, situated between the Saint Laurent and Chloé shops, and marked by quilted walls in Fenty’s signature blue. Bergdorf’s is Fenty’s only brick-and-mortar expression in the U.S., but it has been testing the waters. After the collection launched last May with Fenty.com, pop-ups were created inside Selfridges in London, in Paris at Galeries Lafayette and on Rue de Turenne, and inside The Webster in Manhattan. Fenty will soon create a permanent shop, but officials were not ready to disclose where.

“Rihanna is a complex and visionary artist,” said Linda Fargo, senior vice president of the fashion office and the director of women’s fashion and store presentation at Bergdorf’s. “She’s a boundary-breaking woman who understands how empowering fashion can be. There are no boxes for Rihanna and we love her for that. This is the year for forward thinkers.”

The Fenty pop up at Bergdorf Goodman's/

The Fenty boots.  Masato Onoda/WWD

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