As we celebrate Black History in this issue, Kelly Smyth evaluates Rihanna’s growing place in it as a fashion trailblazer
The name Rihanna is synonymous with Black excellence. From her success as a Grammy Award winning artist to iconic Met Gala looks, the Barbadian musician plays a major role in defining pop culture. Rihanna - born Robyn Rihanna Fenty - has transcended pop stardom to the top of the business world as a fashion and beauty mogul. Her successful endeavours in both industries are a testament to her desire to break the glass ceiling, with her focus on diversity and inclusion shaking the foundations of the status quo.
In 2017, Rihanna burst onto the makeup scene with her self-titled makeup brand Fenty Beauty. The launch of the brand saw the release of a forty-shade spread of foundations, which was later increased to fifty due to demand. This wasn’t just a celebrity trying to fill a gap in the market, but was born from Rihanna’s experience as a woman of colour, with her saying: “Fenty Beauty by Rihanna was created for everyone: for women of all shades, personalities, attitudes, cultures, and races. I wanted everyone to feel included. That’s the real reason I made this line.”
This trailblazing debut sent shockwaves across the industry with one message: beauty should be inclusive. This shake-up became known as the “Fenty Effect”. Competitors scrambled to compete, with many re-evaluating their limited selection of shades and releasing extended lines. Not only did Rihanna show that inclusivity was important- it was also profitable. This let the industry know that beauty isn’t just for lighter shades.
Rihanna’s commitment to inclusivity extends much further than makeup, with her use of models of all complexions, genders and body types being a refreshing step towards normalising difference. This authentic view of beauty has left a long-standing impact on the industry.
The business pioneer didn’t stop there; Fenty Beauty was only the beginning of her inclusive crusade. The launch of Savage X Fenty the following year revolutionised the way the industry and pop-culture view lingerie. This wasn’t Rihanna’s first experience with the fashion industry, as she was previously the creative director for Puma’s women’s line between 2014 and 2017. This may come as no surprise, as her sporty-chic streetwear is iconic to her image and a feature of many Vogue articles.
Savage X Fenty’s line of undergarments caters to a wide-size range with the aim of ensuring women of all body shapes, colours and personal styles have a dream-like selection to choose from. Rihanna’s new line fit the growing needs of a diverse range of consumers who felt that traditional body standards didn’t have a place in fashion anymore. This was coinciding with criticism of market leaders, namely Victoria’s Secret, for lacking size inclusivity.
Despite the positive message of Savage X Fenty, its environmental and ethical approach to production leaves little to be admired. The brand has met its fair share of criticism for fast fashion, with Remake ranking Savage X Fenty lower than Shein on the 2022 Fashion Accountability scale. While the dubious ethics surrounding Savage X Fenty’s production does detract somewhat from Rihanna’s gleaming success story, some actions have been taken by her brands to attempt to offset some of the climate damage being inflicted. This includes several refillable products and the reduction of packaging waste for Fenty Skin. In an interview with Allure in 2022, she reflected on her practices.
“[I need to] look at being more sustainable — with everything, all around”, Rihanna says.
Her iconic status as a fashion powerhouse is not just defined by her own lines, but also by her collaboration with the prestigious fashion house Dior. In 2022, Rihanna became the first ever Black woman to represent the brand. This incredible step forward for representation in high fashion actively contributes to her mission of diversity. Following the release of her new brand Fenty Hair, Rihanna has reunited with the brand again as the face of the timeless perfume J’adore, solidifying her formidable force within pop culture even in 2024 despite not releasing an album since Anti in 2016.
Rihanna’s unique and impressive transformation from chart-topping pop star to billionaire businesswoman is testament to her determination, versatility and commitment to inclusive values. Through her business ventures, Rihanna has left a mark on the beauty and fashion industries forever as a pioneer of representation. Despite the questionable business methods of Savage X Fenty, her cultural impact as a Black woman breaking barriers is undeniable and has redefined what fashion and beauty mean today.