No phones please: Rihanna stages fashion show for exclusive Amazon release

Luxury brands and retailers are increasingly collaborating with celebrities, inc...

NEW YORK/PARIS - Luxury brands and retailers are increasingly collaborating with celebrities, including style bloggers and Instagram stars, to help design collections and jazz up their wares.

That is because the highly anticipated “Savage X Fenty” fashion show unveiling her fall/winter 2019 latest looks will stream exclusively on Amazon Prime Video to more than 200 countries beginning Sept. 20, ten days later. The range catered to a more diverse clientele than many other brands, with a wide variety of skin tones in its foundation products for example, helping it succeed beyond its association with the singer.

Star power has worked particularly well in cosmetics, where reality TV star Kylie Jenner’s make-up line has made her a billionaire, and singer Lady Gaga is preparing to launch her own standalone make-up brand, sold initially on Amazon. Media and attendees have been told that photography and videography are prohibited inside the venue, and that cell phones will be locked in a case during the runway.

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