For the first time since 1987 LVMH has launched a new fashion brand. Fenty by Rihanna was launched early May in Paris, France.
Currently the ideal beauty silhouette is all about the booty! Big bums, big hips and big thighs. I would say this is mostly influenced by the Kardashian sisters.
When you look back over the last 100 years of women’s body’s and what was considered to be sexy or beautiful, you see that there are trends which change. For example, the 1920’s was the age of the flapper girl who was slim and had little curve. Then in the 1950’s the hour glass figure was the most desired look and was exaggerated with cinched in waists and full skirts. In the 1980’s as more women joined the office work force, women’s beauty ideals changed to larger and wider shoulders. 1990’s again back to slim and little curves and now in 2019 we are in the age of curves.
Women go to some extreme measures to fit into beauty ideals, including invasive surgery like Brazilian Butt Lifts and injections to create the desired look. Tight outfits which hug curves are seen to be the most flattering. You would never see JLo or Kim K wearing a baggy dress or shapeless outfit.
Because I have the perspective of these trends throughout history, I know that eventually, the Kardashian look will change, but what look will be next?
Rihanna changed the makeup game with her beauty line Fenty Beauty, showing that everyone should be included and breaking away from the current beauty standard. So she is not shy of making waves and being bold. When I saw the Fenty fashion launch and listened to what Rihanna had to say about the brand (which you can watch here), I noticed straight away that there was a big difference in her style. Here are a few of the outfits…
The first thing I noticed about the clothing is that most of the items have broad shoulders and, thanks to clever tailoring, a smaller waist and a little shape around the hips. The items are structured and oversized. The items are made to be worn in a variety of ways and can be mixed with existing items. This is the opposite to what we’re currently seeing in fashion which is tight and worn once.
High street and fast fashion brands are known to recreate versions of designer trends to make the trends more affordable to those who can’t always afford luxury fashion items. And while Fenty fashion is a luxury fashion brand that is on the more affordable side (in comparison to brands like Gucci, YSL, Chanel), it is very likely that other cheaper brands will want to copy this new look.
This is more than just a fashion line, this will change the beauty ideals, taking us into the next trend.
Trend alert – you heard it here first!