Rihanna's New Fashion Line Has a Very Controversial Name

Jessica Schiffer

It looks like that much-rumoured Rihanna fashion line might actually become a reality, given a recent discovery by the British magazine Grazia. Apparently, RiRi’s company Roraj Trade LLC filed a patent application for a brand called $CHOOL KIlls, which will sell both leather and clothing products. A source further revealed to the magazine that the line will initially focus on accessories like purses before moving into the fashion category.

While this is very exciting news, many media outlets are questioning her choice of brand name, arguing that it’s insensitive given America’s school shooting epidemic. Britt Aboutaleb discussed it on Yahoo:

“Its one thing for America’s favourite singer to get a gun tattooed on her body, another to build a consumer brand celebrating one of the country’s biggest problems.”

We can’t speak for Rihanna, but it seems like a bit of a stretch to equate the name with the celebration of school shootings. As we all know, RiRi likes to be cheeky—it’s part of her brand—but we can't imagine her applauding the deaths of innocent children. It’s far more likely that she’s commenting on something like our troubled education system, if she’s even commenting on anything at all.

We’ll just have to wait and see if she elaborates on her decision, and we’ll be sure to keep you updated as details surrounding the launch are confirmed.

Scroll down to shop our favourite selects from Puma, where Rihanna currently serves as creative director!

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