Rihanna goes provincial and seductive in a new ad for Fenty Parfum on Instagram. The now billionaire posted a video to her 103 million followers dressed in all white, sitting in a field enticing audiences with empowerment and philosophy.
The 33-year-old started off the video with a simple yet bold declaration, “We’re f****d up, most of the time, and it’s not because we want it that way.” Which, in terms of perfume ads, is an odd way to start. But Rihanna has never shied away from being different in terms of approach, not afraid to be edgy and concretely real in her image.
The ad transitions from a peaceful grass-lain scene to a spicier closeup of her side profile in warm lighting. With makeup and hair to match, Rihanna embodies the duality of her appeal, image conscious but with the intent of her work being profound and something of substance.
“It’s because we’re dealt the hand and guess what? We don’t run from it,” Rihanna continues in the ad. “And so you want me to tell you what a woman is supposed to smell like? However the f**k they want to feel.”
The singer and business mogul captioned the post “#FENTYPARFUM ……… get early access, hit the link in my bio!” A link on the Fenty Beauty website encourages you to sign up to a list that will grant you early access when the fragrance goes on sale.
A post on the Fenty Beauty account displays an amber bottle with the description “Complex, vibrant, raw, sensual, spicy and sweet all at once,” a fragrance that is “deeply intimate and everything you feel, everything you are and everything you want to be!” Fenty Beauty exists at an intersection that re-invents the standards of what we expect from the industry. As Fenty makes its way into the fragrance industry, there’s no telling where Rihanna and her empire will go from here.
