*Pop-diva Rihanna has conquered the worlds of music and fashion so it seems like a natural move to merge the two and lend her expertise in the areas to other artists.
As THR reports, RiRi has quietly founded a beauty and stylist agency called Fr8me with managing partner Benoit Demouy, formerly of the agency Tracey Mattingly.
The Los Angeles-based firm will assist artists in booking commercials, editorial shoots, ad campaigns and red-carpet gigs.
“Hair, makeup and styling play an important role in creativity,” Rihanna tells THR. She added: “We are lucky enough to have some of the best artists at Fr8me, but I also have a soft spot for finding new talent with extraordinary skills!”
Fr8me will connect artists with hairstylists, makeup artists, and fashion stylists with opportunities found in the commercial, editorial, event and ad-campaigns. Rihanna has already hired her longtime makeup artist Mylah Morales, Taraji P. Henson’s wardrobe stylist Jason Bolden and hairstylists Patricia Morales (Evan Rachel Wood, Fergie) and Marcia Hamilton (Jada Pinkett Smith and the Smith family) to lead her company’s efforts.
“Our goal is to have a stellar reputation,” says Demouy. “The industry’s changed so much — rates have gone down, and clients just grab images off social media, trying to bypass paying artists. But we’re concerned with social media, too — we’ll take a makeup artist with 500,000 followers over someone else.”
The musician-turned-business mogul has a laundry list of fashion and beauty collabs. She was the first black woman to face Dior, and she’s also Puma’s creative director for the women’s training line. Rihanna also has a sock collection out with Stance. Oh, and let’s not forget about her Mac Cosmetics line and her up-and-coming Fenty makeup, as E! News notes. All of which makes the Bajan Queen confident to direct her staff and clients at Fr8me.
“I am very involved with that part of my process, so this agency was an organic thing for me to do,” the singer tells THR about her new venture.