LVMH, the world’s largest luxury conglomerate officially confirmed that the fashion line created by the acclaimed singer was becoming a part of their gilded halls.
The success story of Fenty is creating records, following successful collaborations with Fenty Puma, shoemaker Manolo Blahnik, the lingerie line Savage x Fenty- in connection with which Fenty debuted an underwear range boasting one of the most varied size selections in the market, and the widely acclaimed inclusive cosmetic line Fenty Beauty. This year the songstress and budding lifestyle mogul will enter the world of high fashion by launching her own brand in partnership with LVMH, thus matching the ranks of Louis Vuitton, Dior, Givenchy, and Celine.
Created with a revolutionary vision, Fenty Beauty redefined the rules of cosmetic formulas and became a case study in influencer marketing. The brand appeals to a global fan-base that is eager to lap up Rihanna’s every offering. Helmed by an inclusive aphorism, Fenty beauty was created with the goal to cater to a wide range of traditionally hard-to-match skin tones “so that women everywhere would be included”. Her vision, above all, is to inspire. In line with this vision, the new brand will simply be called Fenty.
Maisons are how LVMH organizes its family of 70+ brands within its six reporting segments. It controls around 60 subsidiaries that each manage a small number of prestigious brands, the subsidiaries are often managed independently. Leading a Maison is the pinnacle of the hierarchy. The oldest of the LVMH brands is wine producer Château d’Yquem, which dates its origins back to 1593.
The superstar, whose full name is Robyn Rihanna Fenty, is set to present her first collection for the new label, later this month in Paris. This makes her the first woman to create an original brand at LVMH and the first woman of color on top of a Maison. The offering will span ready-to-wear and accessories, including shoes, sunglasses, and jewelry. Rihanna herself will shoot some of the visual assets to accompany the launch of the label.