FBT Graduate Showcase 2026

Fashion Project : Fenty Strategic Development Report

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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Luca Neil
Bonnie Fitzgerald
Nathan Faulkner
Devin Medina

Keywords

  • Revitalise
  • Innovate
  • Ethics

Summary

Fenty Fashion House was a joint venture between  LVMH and Rihanna in 2019. Throughout their lifetime, the brand was criticised for a forgettable brand aesthetic that was not true to Rihanna’s personal style, thus lacking authenticity. In combination with unethical practices and missed opportunities to utilise social channels, they shut down after a very short time in 2021. This project proposes a resurgence strategy, targeting omnichannel Gen Z consumers through multiple touchpoints including an app, promotional magazine and a flagship store. This paired alongside guerilla marketing tactics will effectively relaunch the brand to their new target demographic.