Farfetch to be exclusive digital partner for Rihanna's Fenty

Farfetch is to be the exclusive digital partner for Rihanna's LVMH-backed luxury label, Fenty.

The London-based global luxury platform will be the only online platform to stock Fenty, which operates a regular "drop" model as opposed to a traditional seasonal model, outside of the brand's own digital channel.

Giorgio Belloli, chief commercial and sustainability officer at Farfetch, said: “We are thrilled to welcome Fenty to the Farfetch platform. We’ve long admired Fenty’s innovative approach to luxury fashion retail and the way they champion inclusivity for customers.

"Fenty was looking for a retail partner to double-down on its digital-first business model and with our global customer base and industry-leading platform model, it’s an ideal opportunity to work together.”

The move is said to have been designed to help Fenty gain access to global markets such as the Middle East and Brazil, where it is not yet widely distributed.

Fenty's latest drop Release 6-20 went live on Farfetch today along with a new footwear collection by rising star footwear designer Amina Muaddi for Fenty. The latest Release will be divided into three drops, each of which is inspired by a different youth cultures and aesthetics that emerged during periods of steep social change.