Barclays Center, Brooklyn, dans cette salle mythique qui a plus souvent l’habitude d’accueillir des matchs de baskets ou bien les plus grands concerts, une ambiance toute particulière se dégageait. Avec Savage X Fenty, en pleine Fashion Week, Rihanna, riri pour les intimes s’apprêtait encore une fois à bousculer les codes. Dans un show de 35 minutes retransmis sur Amazon Prime, on est loin de la 5ème avenue new yorkaise où les Donna Karan et autre Tommy Hilfiger présentaient leurs collections. Retour sur un événement et une entreprise qui entend bien dépoussiérer une industrie jusqu’alors gouvernée par un diktat représentée par une marque aux ailes d’anges.
Un show à la grandeur des enjeux de la marque.
Et de 3, après Fenty Beauty, Fenty toutes deux produits de l’écurie LVMH, Rihanna, business woman affutée bouleverse un nouveau marché. Décors titanesques, chorégraphie millimétrée créée par la célèbre Parris Goebel, on pourrait presque se croire à un concert mais qu’on s’y méprenne, c’était bien le défilé le plus attendu de l’année qui s’est déroulé le 10 septembre en marge de la Fashion Week new yorkaise. Un défilé unique et singulier tant par la débauche de budget mais également et surtout par la diversité de visage représentant la marque qui célèbre la beauté féminine sous toutes ses formes.
Fini les mannequins filiformes, fini le whitewashing, la star originaire des Barbades a réuni autour d’elles toutes les personnalités les plus influentes de notre ère, les incontournables Gigi et Bella Hadid, le nouveau phénomène pop Normani mais également les icônes LGBTQ Laverne Cox, Cara Delevingne ou bien Aquaria et bien d’autres.
Autour de la marque un véritable discours qui fait la part belle à l’inclusion et la diversité fini d’entériner l’identité engagée de la marque autour d’une communication efficace mettant en avant les beautés plurielles. La parole se veut également engagé envers l’émancipation de la femme alors que l’industrie a depuis toujours véhiculé des codes très machistes, “les femmes devraient porter de la lingerie pour elles-mêmes”. Un message, une communication et un discours qui détonnent face à une certaine Victoria Secret.
Un pied de nez à un certain Victoria Secret ?
Alors que Vogue, Elle ou encore Marie Claire qualifient le show et le lancement de Savage X Fenty comme une véritable révolution et comme un succès retentissant, on connaît une autre marque de lingerie new yorkaise qui doit bien jalouser du haut de son building : Victoria Secret. “Ringarde”, “Anti-Féministe”, “Dépassée”, tels sont les qualificatifs aujourd’hui utilisé par la presse pour qualifier l’entreprise aux anges. Un mastodonte de l’industrie qui peine à engager une révolution dûment nécessaire alors que ses ventes ont baissé de près de 4,2% en 2018.
Victoria Secret a surpris l’industrie de la lingerie en annulant même son célèbre défilé, véritable porte drapeau de la marque alors que les anges les plus iconiques quittent une à une l’écurie. Bousculé par l’affaire Epstein mais également par le mouvement #MeToo, alors, assiste-t’on au crépuscule de la marque ? En tout cas, c’est bien une autoroute qui s’est ouverte devant la marque Savage X Fenty qui entend asseoir la position très prisée de papesse de la mode pour Rihanna.
Rihanna, porte parole de l’inclusion.
Avec Savage X Fenty, Rihanna signe son troisième lancement réussi de marque, bousculant les codes pré-établis, une artiste engagée qui soutient de nombreuses causes.
Grâce à Fenty Beauty et son offre innovante et incluante, Rihanna s’est hissée au premier rang des chanteuses les plus riches au monde avec une fortune estimée à plus de 600 millions de dollars. Elle est devenu la première créatrice à lancé une maison de luxe chez LVMH depuis Christian Lacroix en 1987.
Une réussite pour cette jeune artiste de 31 ans qui ne compte pas s’arrêter là, autant vous dire, qu’à mon plaisir, on risque d’entendre parler de Rihanna pendant un certains temps.
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