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Robyn ‘Rihanna’ Fenty has been on the music scene for years and given us hit after hit. More recently, the songstress has been busy outside of the studio working on diversifying her offering to the world through numerous entrepreneurial ventures.

The most recent revelation has been news that Rihanna is launching a luxury fashion brand called ‘Fenty’ in partnership with the fashion conglomerate LVMH.

The fashion line will sell ready-to-wear clothes, shoes and accessories and be based in Paris.

So what does this all mean you may ask? Here’s the low down:

LVMH (Louis Vuitton Moët Hennessy) is the world’s largest luxury brand company who has a vast portfolio of high-end labels across six sectors with a key focus on sustaining legacy brands. Some notable names you may be familiar with are Louis Vuitton, Fendi, Givenchy, Dior, to Dom Pérignon and Moët champagnes to Hublot and TAG Heuer watches.

Rihanna is no stranger on the fashion scene. She has graced numerous magazine covers, served flawless looks on and off the red carpet, debuted her lingerie line Savage x Fenty at New York fashion week whilst championing inclusivity and diversity, creatively directed at Puma for four years, given us several collaborations on the high street and also four limited edition heels with the acclaimed Manolo Blahnik.

Photo by Kristin-Lee Moolman for T Magazine

The superstar also launched a cosmetics line ‘Fenty Beauty’ in 2017 which, upon its launch boasted 40 shades of foundation and has since expanded the product range. The success of Fenty Beauty which was launched also in partnership with LVMH’s Kendo – a cosmetic incubator, saw €500m in sales during the first year of operation.

The creation of the luxe brand Fenty is a symbol of elevation by the businesswoman, as she has commanded the low to mid markets and can now take her fashion empire to the next level. The formation of this new brand will challenge the ways in which luxury brands are created and will be a welcomed shift in the luxury market.

The mogul herself in a statement about the Fenty launch said that “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,”

Equally, Chief Executive of LVMH Bernard Arnault stated that  “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.”

Photo by Kristin-Lee Moolman for T Magazine

As a result of this deal, Rihanna is now the first black woman to have a label under LVMH and the first woman to start an original brand for the world’s largest luxury group. Fenty will be the first label created under LVMH since Chistrian Lacroix in 1987. Making HistoRih!

It’s clear that Rihanna is cementing her position in the fashion industry and developing lasting brands and a formidable legacy.  

Fenty officially launched on the 22nd of May 2019.

A big congratulations to Rihanna!

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