LVMH has partnered with Robyn Rihanna Fenty to create a new luxury label that will be based in Paris.
The new Maison, which has been named Fenty, is centered on Rihanna, developed by her, and takes shape with her vision in terms of ready-to-wear, shoes and accessories, including commerciality and communication of the brand. Fenty will debut this spring.
The partnership makes Rihanna the first female to create an original brand at LVMH, and the first female of color at the helm of an LVMH brand. LVMH is the parent company for a number of major brands, including Louis Vuitton, Dior, Givenchy, Emilio Pucci and Marc Jacobs.
“Designing a line like this with LVMH is an incredibly special moment for us. Mr. Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits.” Rihanna said. I couldn’t imagine a better partner, both creatively and business-wise, and I’m ready for the world to see what we have built together.”
In just a couple of years, Rihanna’s Fenty Beauty and Savage X Fenty have become household names, making her a major player in the fashion and beauty realm.
“Everybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real CEO and a terrific leader,” said Bernard Arnault, chairman and CEO of LVMH. “She naturally finds her full place within LVMH. To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the group resources. I am proud that LVMH is leading this venture and wish it will be a great success.”
