Rihanna under fire after using Islamic lyrics in lingerie show. Marketer Fatima explains why her action is problematic | Psycho | Nina

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De modeshow van Rihanna’s ‘Savage X Fenty’.
BSRagency BACKGRID De modeshow van Rihanna’s ‘Savage X Fenty’.

Diversity is finally getting more attention in fashion. Although sometimes things still go wrong. Just look at Rihanna: the queen of inclusivity regularly works with models of all sizes, weights and colors, but went wrong by using fragments from the Islamic Hadith in a lingerie show. And that, according to consumer researcher Fatima Llouh, points to a larger underlying problem. “You cannot make a product for everyone without working together with a team that is diverse enough.”