3 daring new collections changing the face of mainstream fashion

From H&M's first-ever collaboration with an African fashion label to Rihanna's sensational lingerie "for all" collection, these innovative fashion brands are changing the face of  mainstream fashion one collection at a time

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Rihanna’s new daring Fenxy x Savage collection hailed for making mainstream fashion inclusive

Pop sensation Rihanna sure knows how to press the right buttons when it comes to fashion just as she does music. The star recently set tongues wagging — for all the right reasons when she dropped her latest lingerie line from the Savage x Fenty brand. The Barbadian singer teased the collection with a series of photos on social media, with one Instagram photo surpassing over 5 million likes in just a day, becoming her 4th most liked post on the platform. Since its 2017 debut the brand has received frequent praises for their bold decision to cater for women of all sizes and shapes, a move which has been incredibly rewarding.

Encouraging body positity, the latest collection is no different and features pieces from 32A to 44DD and undies from XS to 3X. Among shoppers’ favorites is a bra and panty set in millennial pink tiger print, a classic floral lace bralette in pink rose quartz and the sultry leopard print bra and a Glissenette set which Rihanna was pictured wearing (above). Savage’s vision, as Rihanna previously said, has always been about inclusivity, “and having women feel confident and expressing themselves through a little lace, a little corsetry, a little T-Shirt bra.” Judging by the positive feedback from customers across the world, there’s no doubt that this seemingly impossible mission has been accomplished.

H&M unveils first-ever African collaboration with South African brand Mantsho

H&M has given fans a look at its designer collaboration with South African brand Mantsho, ahead of the collection’s official release on August 15. Swedish fashion giant’s first-ever collaboration with an African label was initially announced in April, and is to debut online and in flagship stores in the US, Mexico, Chile, the UK, France, Belgium, the Netherlands, Spain, Israel as well as South Africa from mid August. The range features a selection of “bold prints, creative cuts and confident styles” in a range of color palettes from blues, browns to blacks, hues of pink and amber reds.

Consisting of specific items such as colourful espadrilles, chunky earrings and a clutch bag, as well as an asymmetrical panelled dress and a tunic dress with a bow-sash at the collar, H&M x Mantsho line will retail for prices ranging from €9.99 for a bag to €99.99 for a linen dress.

Designer Palesa Mokubung who is based in Johannesburg and launched her brand Mantsho – which means “black is beautiful” in the Sesotho language – in 2004, has called the collection her “love letter to the world from Africa,” and said she hopes “customers around the world will enjoy this ensemble of my stand-out pieces from my last three collections” according to FashionUnited UK. – Relaxnews

Zara expands customizable ‘Edited’ series

Spanish fast fashion giant Zara debuted its “Edited” feature – which allows customers to personalize apparel by stitching their own names and phrases on key pieces – in the US, Spain, China, UK, the Netherlands and Italy, and select Zara retail stores this week, following a successful trial via three customization pop-ups across Amsterdam, Barcelona and Milan in March.

The move – a bid by the brand to make its offering more unique and personal – will see an entire 28-piece collection made open for customization via an online feature which will allow customers to personalize the pieces for free on the website.

Zara debuted its “Edited” feature which allows customers to personalize their apparel

Specifically, customers will be able to transform their piece of clothing by embroidering one word up to 11 letters long onto the fabric, in real-time and post-purchase, via an “Edit” window of the product page noted Bustle.

Once users type their selected word, the phrase will automatically appear embroidered on the article of clothing in the window, with two fonts available to choose from — either capital letters or italicized lowercase letters. The service will also give the option of thread colors, several locations on the piece, and six font colors to choose from: red, white, orange, light pink, charcoal, and highlighter yellow.

The range – which is also part of the brand’s sustainability efforts and is crafted from recycled cotton, as well as denim – will offer items for women, men, and kids with denim pieces for women to include a boyfriend-fit jacket, a cropped jacket, ripped shorts, a zip-up hoodie, a structured tote bag, a crewneck sweater, and a series of jeans ranging from skinny to wide leg. – Relaxnews

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