Breaking the luxury market: Rihanna joins with LVMH for her brand Fenty

by Apparel Resources News-Desk

16-May-2019  |  2 mins read

Rihanna’s New Fashion House with LVMH- FENTY HOUSE
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Rihanna has left the industry awestruck again, as she is going to be the first ever woman of colour to lead an LVMH house and the first woman to create an original brand for the group.

The new luxury clothing and footwear brand will be called the Fenty Maison, and as announced by LVMH, the brand is “centred 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,” according to a press release.

This is one of the biggest and most high-profile creative tie-ups between a luxury bigwig and one of the most popular celebrities today, as illustrated by the fact that she has a following of 70.5 million followers on Instagram.

Fenty x Savage fall winter 2018
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This also suggests the tremendous potential celebrity influence has on sales, especially through social media platforms. Fenty is also the first brand created at the LVMH conglomerate since they created their last new maison, Christian Lacroix, in 1987.

The first collection will reportedly debut on 22 May. Fashion enthusiasts and Rihanna’s fans are excited, especially after the tremendous success of Fenty Beauty, Fenty x Puma and Fenty x Savage lingerie line.

Bernard Arnault, Chairman and CEO, LVMH, said Rihanna would be supported with a team and resources.

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