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“She is fearless, but she is also a businesswoman. Every woman isn’t Rihanna, but many women relate to her all-over-the-place-ness. “That’s exactly what we should be embracing,” Weaver recalls thinking. The design team had been trying to limit itself to one aspect of Rihanna-but there were so many Rihannas. But I get it ’cause I’m all over the place.’ ” Something clicked. Weaver recalls that he and Rihanna were having a postmortem when “really casually, not even making eye contact, she said, ‘It’s kind of all over the place. There were conceptual hurdles, such as: How do you translate Rihanna’s singularly diverse style into a coherent brand? A breakthrough came after a design meeting in Paris, says Jahleel Weaver, Fenty maison’s style director. It took a year just to build the team (current head count: 44) and lay down the broad strokes.
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So I accepted, and we went full steam ahead.” I was like: You’ve never been afraid to do anything or try anything, regardless of the outcome. That’s the thing that got me out of my own way. But I’ve never been afraid to take risks. “And then you’re left with this opportunity that’s a really big risk for everyone involved. “I just thought, Really? Is he sure? Like, now?” she remembers. (Its beauty incubator, Kendo, backs Fenty Beauty.) But she never expected the chairman and chief executive, Bernard Arnault, to invite her to create a fashion house from scratch. Yes, she already had a relationship with LVMH. A swimsuit.” If it all feels like an improvisation, that’s because Rihanna never planned any of this. “It can be tomboy one day,” she explains. The monthly releases are tonally idiosyncratic because-well, Rihanna’s style isn’t one thing. Rihanna does not want to buy winter coats in August. This is because when Rihanna sees something she likes-which at the moment includes a lot of Balenciaga, which is getting on her nerves and giving her designer envy-she wants it now. (She has occasional pop-ups.) Rihanna decided to abandon the old luxury distribution model in favor of a Supreme-like “drop” strategy and direct-to-consumer online sales. Most of the time, her website is the only place you can buy Fenty maison. “I don’t want anyone to pull up my website and think, Rihanna would never wear that.” “I’m not the face of my brand, but I am the muse, and my DNA has to run all the way through it,” she says. The fashion, as she puts it, had to be honest.
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This is because she made a rule from the outset that she had to love and want to wear all of Fenty maison herself. RIHANNA’S VISION OF LUXURY fashion is something like Rihanna-aesthetically capricious, casually category-busting, impossibly cool. Rihanna flashes a grin that is somehow both reassuring and mischievous. “I’m winging it, so you have to help me,” I say nervously. Normally I bring a list of questions, but I didn’t have time to prepare one, which I make a split-second decision to confess. In her right hand, the one with the henna-style tattoo, she is clutching futuristic masklike sunglasses whose lenses are glacier-blue (also Fenty). “And the day I spent day-drinking with Rihanna.”) So I make a point to write down what she’s wearing: denim blazer (Fenty), green slacks, strappy sandals (Bottega Veneta). “The two days I wish I could remember everything about are my wedding day,” he tells me. I know from experience that a regular person can effectively black out in Rihanna’s presence, so insanely disarming is her charisma. Her hair, dark and long, is pulled back in a half ponytail.
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It’s safe to assume Rihanna is wearing makeup-her own Killawatt highlighter and Stunna lip paint, perhaps-but I can’t say for sure, because her face is a radiant palette of natural tones.