I approached the site as the primary expression of Rihanna’s vision for Fenty and began by brainstorming with B-Reel team to reimagine what the digital incarnation of the brand could be. With some strategic thinking, we could tap into a bigger opportunity. We asked what if the brand would tear up the traditional e-commerce rulebook? What if it championed Rihanna’s rebellious spirit and took clues from social media instead?

In turn, the site’s design and navigation took the same inspirations and featured 'tap to buy' hot spots as well as multi-directional swipes as a way to interact with content. 

After doing extensive research into our audience behavior, I wanted to bring to life the brand in its most commonly used form: mobile. My aim was to make the browsing, specifically, the purchasing process seem as seamless as possible on the go. For the highly anticipated launch of the FENTY Maison, I helped create the digital flagship where the best-in-class fashion commerce and the community around the brand all came together.