Farfetch has been named as Fenty’s exclusive online retailer, becoming the only e-commerce specialist to stock the label outside the brand’s own website.
The announcement comes as Rihanna’s Fenty, which is backed by LVMH, launches the third drop of its summer collection, titled ‘Release 6-20’.
Farfetch said the partnership will help bring the brand to customers in new markets including the Middle East and Brazil.
Giorgio Belloli, chief commercial and sustainability officer at Farfetch commented: “We are thrilled to welcome Fenty to the Farfetch platform. We’ve long admired Fenty’s innovative approach to luxury fashion retail and the way they champion inclusivity for customers.
“Fenty was looking for a retail partner to double-down on its digital-first business model and with our global customer base and industry-leading platform model, it’s an ideal opportunity to work together.”
The first major launch on Farfetch.com is Drop 3 of Fenty’s 6-20 collection, which commemorates the irrepressible creativity, hope, and spirit of the youth community. A distinct 90s undertone runs throughout the range, with overdyed pinstripe, psychedelic flower motifs, and asymmetric cuts giving the pieces a youthful edge. Fenty also introduces a new multifunctional jewelry collection, featuring psyche flower charms made from multicolor resin, and a brass ball chain necklace with gold-tone or palladium finishes.