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FENTY: The Burgeoning of Direct-To-Consumer Luxury

With the global release of FENTY’s first collection in our rear view, we’re all curious how the hype is still going strong. Aside from FENTY being the only brand Moët Hennessy-Louis Vuitton (LVMH) has built from stretch since 1987, it’s the only brand with a Direct-To-Consumer (DTC) business model of its kind within the LVMH brand portfolio. The partnership between the luxury conglomerate LVMH and Robin ‘Rihanna’ Fenty signifies the eminent departure from traditional luxury business models, placing a greater emphasis on consumer centricity.

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What Separates Us From Our Work?

When I started as a “wannabe” stylist, my work was a reflection of what I thought was fashionable and not necessarily what was current in fashion, which vastly differs from the work I’m doing now since I’m more involved with the fashion, I’m constantly inspired to create something different and look outside of myself for inspiration.

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