Pop start phonemenon Rihanna and French fashion conglomerate LVMH Moët Hennessy Louis Vuitton have officially confirmed they are going into their joint luxury label Fenty Maison.
Speaking about the project, LVMH chairman and CEO Bernard Arnault added that “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. 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.”
The release mentioned the collection would debut for spring 2019 retailing, but did not detail the distribution strategy or precise timing. It is understood the products will be released in the coming weeks, mainly via digital channels. The statement spelled out a Web domain — http://www.fenty.com.
This marks the first time LVMH — whose forte is modernizing legacy brands like Dior, Louis Vuitton, Givenchy, Bulgari and Dom Perignon — has launched a fashion brand from scratch since it set up a couture house for Christian Lacroix in 1987. Rihanna will also become the first woman to create an original brand at LVMH, the first woman of color at the top of an LVMH maison.
Rihanna described designing this line with LVMH as “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. 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.”
The brand, whose logo features a graphic representation of Fenty that resembles a Greek key design, as well as the name in white letters against a blue background with a reversed “N,” will be based in Paris, include ready-to-wear, shoes and accessories, and “is centered on Rihanna, developed by her, and takes shape with her vision,” according to a statement from LVMH.