You’re right, she’s gotten a lot more private in the last few years. And good for her tbh. I noticed a while ago that she got thicker a bit after her last album and a bit before launching her FENTY ventures. My guess is that, besides filling a market gap, the body positivity/ inclusivity ethos of the brand was probably also influenced by her own changes in her relationship with her body.

It’s kind of interesting when you think about it, because the kind of image Rihanna was associated with for most of her music career (the hot idgaf it-girl) wouldn’t really mesh with the current FENTY brand ethos. The fact that the FENTY brand ethos is believable as Rihanna’s “brainchild” also speaks to how her public image has changed.