The second coming of Fenty is here. On Friday, LVMH Moet Hennessy Louis Vuitton was announced as the worlds largest luxury group. And they’ve officially confirmed that not only is the Rihanna-created fashion line becoming part of it’s fashion empire; but it’s first products from the new company would be unveiled in a few weeks.
Rihanna First Black Woman To Head LVMH
RiRi will become the first woman of color at the top of an original brand at LVMH, the first woman of color of that top an LVMH maison, and her line will be the first new house created by the group since Christian Lacroix in 1987. This story parallels with other major brands such as Givenchy, Celine and Fendi.
The new fashion label, whose logo features a graphic representation of Fenty; resembles a Greek key design. Additionally the name in white letters against a blue background with a reversed “N”, will be based in Paris to include ready to wear, shoes and accessories. “Designing a line like this with LVMH is an incredibly special moment for us”, Rihanna, 31 said in a statement.
This synergy marks the evolution in the celebrity-style energy, which has progressed from one-off collaborations to longer term deals between sports brands and stars (Beyoncé and Adidas) to, now, the sort of brand that Emilio Pucci built.
“Everybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real C.E.O and a terrific leader,” Bernard Arnault, the chairman of LVMH, said in the statement, referring to the partnership Fenty has had with LVMH since 2017 to create and distribute its beauty line. “She naturally finds her full place within LVMH, he continued.
“To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the Group resources”.
LVMH has been making strides in recent years to right the gender balance in luxury, appointing the first female designers of Givenchy in 2017 and Fior in 2016. It has also begun to address the need for diverrity, naming Virgil Abloh as the first African American to head Louis Vuitton men’s wear in 2018.