Normani is stepping into a new era.
The “Wild Side” singer, 29, exclusively told Us Weekly that she is working on “creative new things” more than a year after releasing her debut album, Dopamine — though she stopped short of revealing new music.
“I feel like I’m in such a creative and a sweet spot right now coming off of Dopamine, but also entering a new chapter in my life,” Normani said while discussing the launch of her first-ever fashion brand, NORMANI, in partnership with SHEIN. “In terms of my career, I mean, I don’t want to give too much away, but I’m definitely in the process of creative new things. I’m very excited and I feel more fearless than ever, [and] more grounded.”
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The “Motivation” singer told Us on the set of her NORMANI photoshoot that she is “ready” and “eager to get out” the “creativity” that she has “pent up” inside. A part of that creativity includes her new fashion line, which she designed with her fans in mind. Normani told Us that she is “a girl of authenticity” and “a fashion girl at heart.”
“[SHEIN] allowed me the opportunity to be as involved and as creative as possible,” the “Candy Paint” singer explained. “I really just wanted to have this collection represent what Normani stands for, and things that I just naturally gravitate towards and would typically wear day to day. I’m really proud of this collection.”
Normani notes that the collection, the first of multiple, year-long brand drops planned exclusively on SHEIN, features “a lot of browns [and] earth tones,” which the singer loves to wear. The former Fifth Harmony member had affordability in mind when she began designing the label, which is partially inspired by ‘90s and Y2K fashion.
“I’m a ‘90s girl, early 2000s. There’s some of those influences in there,” the singer dished. “It was really important for me — just because I understand the climate that we’re in — I wanted to make sure that it was affordable for my fans, especially considering everything going on and taking place in the world today. I wanted to create a luxury, but affordable brand.”
Normani, who described her style as “refined,” “risk-taking,” “elegant” and “feminine,” noted that the collection is inclusive to all body shapes and sizes.
“All of our pieces, they really represent every type of girl out there; every woman out there,” she shared.
Normani credited her mother, Andrea Hamilton, for helping her develop her sense of style. The singer told Us that Hamilton was “so detailed putting her outfits together” and Normani would often watch her mother “do her hair [and] makeup” as a child.
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“I really had my mom to look up to,” she dished. “I would definitely say, obviously in my career, [my style] has evolved a lot. I think that that just, honestly, lends itself to experience. Me evolving as a woman and not being afraid to try different things. I think that I always give myself and allow myself the opportunity to just kind of play and experiment.”
Fans can shop NORMANI exclusively on SHEIN.
