According to reports, Rihanna has filed a trademark for "Fenty Kids," an alleged clothing line for babies and children. The application was filed in January for a clothing line supporting a child from birth to toddlerhood, including swimwear, sleepwear and footwear, as well as other clothing pieces and accessories.
During an interview with Vogue in November, the singer expressed her interest to venture into the world of children’s fashion by designing a clothing line. Rihanna's statement hinted that she may be expanding the reach of her brand by designing apparel for a younger demographic.
“It’s something that I might do … I would have so much fun with that. Anything in miniature is just so cute.” Rihanna stated regarding a clothing line for children.
Given the timeframe between her pregnancy announcement and the filing of the trademark, trademarking “Fenty Kids” may raise questions about her motivations. During the Superbowl Halftime Show performance, viewers were quick to notice her baby bump, indicating she is expecting a second child. A few days later, Rihanna took to social media to share photos of her family, showcasing a photoshoot of her, her son and A$AP Rocky.
In an interview with Vogue this February, Rihanna discussed how dissatisfied she is with the current range of clothing options available for children in the market. As a solution, she often opts to have her son’s clothes custom made. Therefore, her decision to launch her own children's clothing line may be motivated by her desire to provide other parents with clothing options for their children that are not currently available on the market.
“Kids’ clothes are so – she sighs deeply – they’re so boring. I’m like, ‘This is what y’all been doing to these people’s kids all along?’...These kids deserve to be cool,” Rihanna explained during the interview.
If she does expand her brand into children's clothing, many fans, including parents and relatives, have already made plans to purchase "Fenty Kids" products. Given the success of her "Fenty" brand, fans believe Rihanna is capable of launching an efficient kids' clothing line as well.