Rihanna's Fenty to pop up at The Webster in SoHo

Dive Brief:

Fenty, the recently launched LVMH brand from music superstar Robyn Rihanna Fenty (best known by her middle name, Rihanna) on Tuesday announced a pop-up at upscale retailer The Webster.
The pop-up will take over the first two floors of The Webster's iconic cast iron building on Greene Street in New York City's SoHo neighborhood, according to a company press release.
The installation and retail operation will run June 19-30.

Dive Insight:

Rihanna, in her ambitions as a businesswoman who has swiftly garnered success in beauty and apparel, has been steadfast in grounding her brands in inclusion.

Most recently, that was noticed on her Fenty e-commerce site, where South Sudanese model Aweng Mayen Chuol was featured with her facial scars unretouched, Elle magazine noted this week. But it's also evident in the broad range of colors in her makeup line and sizes in her lingerie and apparel lines.

It's a democratic approach that is pretty fresh for exclusive players like LVMH and The Webster, but with a force that's undeniable. The size range found at Savage X Fenty lingerie, for example, began to influence rivals soon after its launch, according to a report from retail and fashion technology firm Edited. "Though still a niche category, since Savage X Fenty burst into the scene, there has been a 34% increase in the number of size-inclusive lingerie styles across the UK & US combined," according to that report. "Retailers are finally understanding that there needs to be a greater representation of sizes across products and in advertising."

The Webster apparently wants an association with that level of influence. The exclusive luxury multi-brand retailer was founded by Laure Heriard-Dubreuil in a historical art deco building in Miami's South Beach, with locations now also in Houston, Costa Mesa, California, and Bal Harbour and Sawgrass in Florida, in addition to New York.

"I am so proud and honored that Rihanna and her team choose to launch the new FENTY Release with The Webster Soho," Heriard-Dubreuil said in a statement. "She has an incredible personality, style and is the true epitome of a powerful woman."