Rihanna’s relationship with her hair is a transformative one—the multi-hyphenate makes a point of revamping her hair, from cut to color to texture, on a regular basis. So it’s only natural that her announcement of her latest venture, Fenty Hair (slated to launch on June 13) should come with a brand new ‘do. Rihanna took to Instagram to launch the brand and its accompanying campaign, her recently gilded lengths trimmed into a pretty pixie with a wolfish twist.
The colorful, lo-fi ad finds Rihanna wandering through Fenty-infused city streets and suburban sidewalks in a classic trench, her tawny blonde hair coifed in an overgrown pixie that combines the classic appeal of the Mia Farrow with the irreverence of the modern mullet. Clouds of curls, polished blowouts, manes of box braids, full bangs, and flawless edges feature throughout, the varied cast demonstrating Rihanna’s own approach to hair.
“You know how much switching my hair up matters to me,” she captions. “I’ve had almost every texture, color, length, from weaves to braids to natural—so I am launching a flexible line of products for not only every hair want, but every single product is designed to strengthen and repair all types of hair, which is what we truly need! It’s time to play and get stronger by the style.”
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Rihanna’s recent brush with blonde has included golden beachy waves, face-framing peroxide fringe, and icy ‘00s layers. Her flippy pixie feels like a final phase, a sophisticated yet subversive style perfectly matched to her brand. In RiRi’s own words: “Are you ready?”