![]() “With more and more celebrities willing to personalise items, it makes just a normal unsigned item or merchandise less appealing,” says Julien. Having grown up in the era of monetised ‘meet and greets’, Gen Z have raised expectations over what a piece of merchandise should entail. “With many artists now selling some of their personal items, it’s given fans something new to covet and collect.” “It’s brought (them) closer knowing they can afford something that an artist they idolised personally touched,” says Darren Julien, the owner of auction house Julien’s, which deals exclusively with celebrity-related products. People are taking off their clothes in a very dramatic style for a new TikTok challenge inspired by the Netflix show Never Have I Ever. The pull for fans is getting closer to their idols. “Three-hundred-and-sixty degree” merchandising is a big deal with Netflix announcing a branded store featuring items tied to its shows. “Eighty-one percent of 16- to 24-year-olds say that buying pre-owned has become more common in the last year,” says Emma Grant, head of Pre-Loved items at eBay. Part of the success of these sites is Gen Z’s commitment to shopping in a more sustainable way. She partnered with website HURR to rent out some of her outfits. Other reality TV stars, including Stacey Dooley, followed suit. According to WWD, the company has made 9,000 sales and will open its first bricks and mortar shop in Las Vegas later this month. Their online shop Kardashian Kloset opened in October 2019, offering clothes worn by the clan (including mink Gucci coats, Kris Jenner’s lingerie and vintage gold Versace leggings all for tens of thousands of dollars, alongside accessories for £17). It was the Kardashian-Jenner family who kickstarted the trend of copycat monetisation. Prices range from £11 to upwards of £2,800. ![]() The site, which promises to “drop your lockdown look” and “get smooth again”, offers clothes hand picked by the rapper from Jean Paul Gaultier, Fendi, Chanel and Tommy Hilfiger. ![]() Scroll on for more of Rihanna’s experimental high-fashion maternity looks and watch this space for all of her latest pregnancy outfits.Similarly A$AP Rocky, named ‘rap’s fashion darling’ by GQ, has partnered with the controversial site Klarna (where he’s a shareholder) which targets Gen Z and millennials with their ‘buy now, pay later’ payment options to sell clothes curated by the rapper. There’s always something new and I’m just taking it and I’m enjoying it.” I’m just taking it as it comes every week. Of her pregnancy in general, she added, “It’s all an exciting journey so far. It can get uncomfortable at times and so you can dress the part and pretend.” ![]() “Fashion is one of my favorite things, so, you know, we’re defying what it even means to be pregnant and maternal. You have to enjoy it,” Rihanna told Entertainment Tonightduring her first pregnancy. RiRi changed the game with her first pregnancy announcement photo shoot with baby daddy A$AP Rocky, for which she wore a vintage hot-pink Chanel puffer coat, complete with floor-grazing jeans and multicolored bejeweled gold chains that draped over her bare stomach. Now, with Rihanna’s announcement that she’s expecting her second child (she revealed her baby bump during her historic 2023 Super Bowl halftime show), we’re revving up to track each outfit from the singer’s second pregnancy. Dressing around (or, as seems to be the case for RiRi, for) a baby bump has never looked more fun. While fashion for pregnant celebrities might typically invoke body-con fits (à la Kylie Jenner) or flowing babydoll dresses ( Sophie Turner wore some enviable ones), the Fenty mogul is striking out a sartorial approach of her own. It doesn’t take a fashion expert to note that Rihanna’s maternity style is one of a kind.
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