Rihanna shut down sales at all three of her brands in honour of Blackout Tuesday this week.
Blackout Tuesday, a social media campaign which took place on 2 June, was designed to encourage people to stop posting personal content for the day and educate themselves on the Black Lives Matter movement and support black voices and businesses, following the death of George Floyd at the hands of white police officers on 25 May and the resulting widespread civil unrest throughout the U.S. and beyond.
On Tuesday, Rihanna declared she was participating in Blackout Tuesday and would be temporarily pausing production on her cosmetics company Fenty Beauty, lingerie line Savage x Fenty, and luxury fashion line Fenty.
She posted a black square, the symbol of the campaign, on Instagram and wrote in the caption, “We ain’t buying s**t!!! and we ain’t selling s**t neither!! gang gang! #BLACKOUTTUESDAY AF!!! @fenty @fentybeauty @savagexfenty.”
Customers who visited the websites of the three companies were greeted with a very similar statement in which brand officials outlined the purpose of their business blackout.
“We are not staying silent and we are not standing by,” they commented. “The fight against racial inequality, injustice, and straight up racism doesn’t stop with financial donations and words of support. In solidarity with the Black community, our employees, our friends, our families, and our colleagues across industries we are proud to take part in #BlackoutTuesday.
“Savage X Fenty will NOT be conducting any business on Tuesday, June 2 – globally. This is not a day off. This is a day to reflect and find ways to make real change. This is a day to #PullUp.”
In addition, representatives for her Fenty clothing line announced they will also be donating funds to Color of Change and Movement for Black Lives.
“We ask you to speak up, stand up, and pull up against racism and discrimination in all forms,” they concluded their message.