Rihanna used an image that captures the daily hustle at CMS Lagos for her new Fenty campaign. The Rihanna Fenty campaign in which a photo of CMS Lagos was used, is said to be her first ever campaign video for her brand, Fenty which is due to launch online on May 29.
In a New York Timesinterview published on Monday, Rihanna said 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, which includes sunglasses, shoes and other accessories, will be added to every few weeks.
The brand which is in partnership with LVMH, makes Rihanna the first black woman in history to run a major luxury fashion house. Along with Louis Vuitton, LVMH includes a number of high fashion houses, including Fendi, Christian Dior, Givenchy, and Marc Jacobs among others.
Watch the video of the Fenty campaign below.
