After the multi-million dollar success of her Fenty beauty collection, it’s apt that Rihanna would consider expanding her brand into other entrepreneurial routes. In an unforeseen yet fitting retail move, Rihanna is reportedly stepping into the lingerie business to launch her own line of intimates, according to WWD.
The full details of RiRi’s rumored underwear label are still undisclosed, but TechStyle Fashion Group (formerly JustFab)—the parent company behind Kate Hudson’s activewear collection, Fabletics, and other subscription shopping sites like ShoeDazzle and JustFab—has reportedly struck a deal with Rihanna for an exclusive collection of undergarments.
Reps for Rihanna and TechStyle have yet to comment on the claim, but some sources told WWD that TechStyle has been working to bring the project to fruition for more than a year, and design samples have already been produced.
Likely citing the unequivocal and rapid successes of Rihanna’s Fenty Beauty line and Fenty x Puma collaboration, WWD reports that a RiRi-labeled lingerie line may be a strategic effort for TechStyle to gain revenue by rounding out its product offerings and show growth ahead of going public and filing for IPO.
Lloyd Greif, president and chief executive officer of Los Angeles investment bank Greif & Co, told WWD that “the Rihanna brand play would be to convince the market that the company [TechStyle] has strong growth ahead because IPOs are all about growth ahead.”
Rihanna has already shown us how quickly her brand can make money without sacrificing diversity. Her inclusive Fenty Beauty makeup line just launched in September, but it’s already on track to outsell Kylie Jenner’s buzzworthy Kylie Cosmetics brand, which is two year old.
While we’re still waiting on any official confirmation regarding the specifics of the collection or the anticipated launch date, it’s looking like your future favorite bra could be a BadGal RiRi original.
From: Harper’s BAZAAR US
