Rihanna’s relationship with her hair is a transformative one — the multi-hyphenate makes a point of revamping her hair, from cut to colour to texture, on a regular basis. So it’s only natural that the announcement of her latest venture, Fenty Hair (slated to launch on 13 June), would come with a brand new ’do. The star took to Instagram to launch the campaign, sporting a pretty pixie with an elfin twist.
The colourful, lo-fi video finds Rihanna wandering through Fenty-infused city streets and suburban sidewalks in a classic trench, her tawny blonde hair coifed in an overgrown pixie that combines the classic appeal of the Mia Farrow with the irreverence of the modern mullet. Clouds of curls, polished blowouts, manes of box braids, full bangs and flawless edges feature throughout, the diverse cast demonstrating Rihanna’s own approach to hair.
“You know how much switching my hair up matters to me,” she captions. “I’ve had almost every texture, colour, length, from weaves to braids to natural — so I am launching a flexible line of products for not only every hair want, but every single product is designed to strengthen and repair all types of hair, which is what we truly need! It’s time to play and get stronger by the style.”
Rihanna’s recent brush with blonde has included golden beachy waves, a face-framing peroxide fringe, and icy noughties layers. Her flippy pixie feels like a final phase, a sophisticated yet subversive style perfectly matched to her brand. In RiRi’s own words: “Are you ready?”
