New Logo, Identity, and Packaging for FENTY by Commission

Established in 2019, FENTY is a new fashion house founded by Robyn Rihanna Fenty, acting as its CEO and artistic director, in collaboration with LVMH, the French multinational luxury goods conglomerate. The brand will live online and in pop-up shops, offering ready to wear fashion, shoes, and accessories for women, FENTY, as is to be expected reflects the personality and tastes of Rihanna and “embraces a fundamental freedom: a freedom from convention and rules”. Launched in May, the identity for FENTY was designed by London, UK-based Commission. The Maze – the core logo – is inspired by traditional monograms that interlace every character of a name. The strong geometric forms of F E N T Y create an icon that resembles many things from circuitry to a greek key. New,