Translated by
Nicola Mira
May 10, 2019
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LVMH, Rihanna ready to launch Fenty global label

Translated by
Nicola Mira
May 10, 2019

It's only a question of weeks. The launch of Rihanna’s global label powered by LVMH was officially announced by the French luxury group on Friday May 10, and it's imminent. A press release by LVMH said the launch is planned for “spring 2019,” and confirmed that Rihanna and LVMH have gone for continuity, deciding to call the label Fenty.

The logo of the new Fenty label - LVMH

In the last few years, Rihanna started to develop a series of product lines featuring the name, her own surname. They have included a sportswear line in collaboration with Puma, a lingerie line called Savage x Fenty, and Fenty Beauty, created and launched in collaboration with beauty brand incubator Kendo, which is an LVMH company.

The French group has tried, and failed, to keep the launch of a global brand with Rihanna secret, but it's still relying on some element of surprise, revealing as little as possible about the launch, and doing so at the last minute.

The press release describes the new label thus: “The new Maison, named Fenty, is centred on Rihanna, developed by her, and takes shape with her vision in terms of ready-to-wear, shoes and accessories, including the commercialisation and communication of the brand.” The new Fenty product lines will therefore feature categories not yet covered by the brand, such as ready-to-wear, shoes and accessories, all carrying the logo unveiled in the press release on May 10.

Robyn Rihanna Fenty - LVMH used her full name and not her stage name - said: “Designing a line like this with LVMH is an incredibly special moment for us. [Bernard] 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.”

Bernard Arnault, CEO of LVMH, who until now had refused to comment on the collaboration with Rihanna, said: “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 place within LVMH. To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the group’s resources. I am proud that LVMH is leading this venture and wish it will be a great success.”

The press release ends by saying that “the journey begins at www.fenty.com,” but the website isn't live yet, and it's only registering subscriptions to the Fenty mailing list.


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