– Rihanna has shut down sales for all three of her Fenty brands in acknowledgement of #BlackoutTuesday.
– The social media campaign is meant to raise awareness of the unjust killing of George Floyd and countless others, as well as showcase the impact of Black spending power.
Rihanna has paused production on her three lucrative brands—cosmetics company Fenty Beauty, lingerie line Savage x Fenty, and LVMH-helmed luxury line Fenty—in response to the ongoing protests demanding justice for George Floyd and Black victims of police brutality in America.
The star took to social media to share that she and her businesses would be participating in Blackout Tuesday, a social media campaign that encourages the public to cease posting personal content and instead educate themselves on the Black Lives Matter movement, amplify Black voices, and support Black-owned brands. The purpose of the campaign is not only to continue to bring awareness to the unjust murder of George Floyd but also to showcase the power of the Black dollar and how Black Americans have vital spending power in the country.
“We ain’t buying shit!!! and we ain’t selling shit neither!! gang gang! #BLACKOUTTUESDAY AF!!!” wrote Rihanna on Twitter and Instagram, posted with the campaign’s adopted image of a black square.
Each of Rihanna’s business ventures published notes on its respective social media pages explaining its participation in the awareness campaign. Should one try to log on to any of the websites, they will see all the original content is hidden away, with the site displaying only a message pleading for acknowledgement and support of the Black Lives Matter movement.
“FENTY as a brand was created to elevate beauty, power and freedom! At this very moment racists are attempting to rip those values away from Black people and we will NOT stand by and let that happen. We are too powerful, creative and resilient,” read a statement via the Fenty Instagram page. “In support of the Black community, we will be donating funds to Color of Change and Movement for Black Lives. We ask you to speak up, stand up, and pull up against racism and discrimination in all forms.”
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The statement continued with a message about solidarity, as well as an explanation about Blackout Tuesday. “We are not staying silent and we are not standing by. The fight against racial inequality, injustice, and straight up racism doesn’t stop with financial donations and words of support. In solidarity with the Black community, our employees, our friends, our families, and our colleagues across industries we are proud to take part in #BlackoutTuesday. FENTY will NOT be conducting any business on Tuesday, June 2 – globally. This is not a day off. This is a day to reflect and find ways to make real change. This is a day to #PullUp,” concluded the message, referencing Rihanna’s now-iconic line from her impactful NAACP President’s Award acceptance speech.
All three of Rihanna’s Fenty brands have made a major impact on the fashion and beauty industries in recent years. Savage x Fenty reimagined the concept of the televised lingerie runway show, Fenty is the first new luxury line from LVMH in the last 30 years, and Fenty Beauty generated an estimated $570 million in revenue just in 2019.
This article originally appeared on Harper’s BAZAAR US.