Thus, the singer will become the first woman to launch her own brand together with LVMH.
French multinational luxury goods company LVMH has announced a collaboration with singer Rihanna (Rihanna, full name Robin Rihanna Fenty), which will create a fashion brand Fenty. Under it, various clothes, shoes, accessories, as well as jewelry will be produced.
Representatives of LVMH told that the new brand will launch its first line in the very near future in the spring. This line will feature ready-to-wear items designed by Rihanna. Thus, the singer will become the first woman to launch her own brand together with LVMH. She is also the first woman of color to head one of the group's fashion houses.
This is not the first brand created with the participation of the singer. In 2017, Fenty Beauty, a brand of cosmetics launched with the participation of the LVMH Kendo business incubator, was introduced and turned out to be extremely successful. It can be assumed that the fashion brand Fenty will also enjoy a very high popularity among consumers.
The singer herself highly appreciated the opportunities that opened up, saying that the opportunity to design a line with LVMH is “an incredibly special moment.” She thanked Bernard Arnault, Chairman and CEO of LVMH, calling him “the best partner, both creatively and business-wise.” Rihanna is sure that the new brand will be in demand all over the world. Arno himself said that he was proud of his participation in the creation of a new promising brand.
Fenty will be the first fashion brand created from scratch by LVMH in decades. The previous brand was Christian Lacroix, founded back in 1987.