LVMH Confirms Luxury Label With Rihanna: She Is The 1st Woman To Create An Original Brand At LVMH And The First Woman Of Color At The Top Of An LVMH Maison
PARIS, FRANCE — Earlier this year, DM Fashion Book exclusively reported that LVMH Moët Hennessy Louis Vuitton SE, better known as LVMH and Rihanna have been in secret talks to launch a luxury house under her name, according to multiple sources (see it here).
On February 27, 2019, new details emerged (see it here). Today, Friday May 10, 2019, LVMH officially confirmed luxury label with Riri, under the Fenty banner.
The singer turned fashion designer and mogul just made history! Rihanna is writing HERstory and we’re so proud of her. NOT in my wildest dreams did I ever foreseen this happening.
Bernard Arnault believed in a woman of color from the left side of an island. This is proof that nothing is impossible.
Rihanna will become the first woman to create an original brand at LVMH, the first woman of color at the top of an LVMH maison, and her line will be the first new house created by the group since Christian Lacroix in 1987.
The pop star and the French luxury giant issued a brief statement saying the new luxury maison would be based in Paris.
It will be “centered on Rihanna, developed by her, and takes shape with her vision in terms of ready-to-wear, shoes and accessories, including commerciality and communication of the brand.”
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 — Fenty.com — and revealed the logo.
The Fenty logo “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,” said Bernard Arnault, chairman and chief executive officer of LVMH.
Rihanna said, “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. 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.”
In February 2019, we also reported that LVMH has already handpicked a clutch of employees from within, including some from Louis Vuitton and Celine, to work on the project in tandem with Rihanna and some of her key associates. Among them are Veronique Gebel, previously ready-to-wear director at Louis Vuitton, according to market sources.
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.
The Bajan beauty’s proximity to LVMH stretches back to at least 2015, when we reported that Rihanna was the first Black girl to front a Dior campaign. She also partnered with Dior on a line of futuristic, reflective sunglasses back in 2016 (see it here).
Last spring 2018, DM Fashion Book reported that the popstar, fashion designer and beauty mogul inked a deal with TechStyle Fashion Group for a lingerie line (see it here). The collection, “Savage X Fenty,” was released on May 11, 2018 (see it here).
Riri previously collaborated with MAC Cosmetics in 2013, she represented Viva Glam lipstick in 2014 to raise funds for AIDS research, produced seven fragrances for Parlux Ltd., released a sneaker collection with Puma, debuted her first Fenty collection for Puma during New York Fashion Week, collaborated with Manolo Blahnik on a capsule collection and founded a beauty and stylist agency called Fr8me with managing partner Benoit Demouy, formerly of the agency Tracey Mattingly.
Rihanna’s talent, charisma and beauty have made her a favorite of fashion designers worldwide. The Barbados native has previously modeled for Gucci, Emporio Armani and Balmain.
She made her debut in design in 2013 with British high-street brand River Island, creating a collection of clothing and accessories.
Photos Credit: Courtesy of LVMH