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LVMH & Rihanna launch a new luxury fashion brand

May 14, 2019

Recently, LVMH, a French multinational luxury goods conglomerate headquartered in Paris has announced to partner with singer Rihanna to launch a new luxury brand called Fenty Maison. It is her first collection which is developed by her in terms of ready-to-wear and accessories such as jewellery, shoes and sunglasses. Thewill be based in Paris this Spring 2019.

LVMH partners with Rihanna to launch a new luxury brand called Fenty Maison / / Ph: Fenty Beauty

About the collaboration

According to Rihanna, it is an incredibly special moment for her to design a line with LVMH. She has had a great chance to develop a fashion house in the high-end sector without any artistic limits. The singer said that LVMH was really creative and business-wise, which helped her a lot to create her own collection. And it’s time for her to introduce to the world what she and LVMH have built together.

About Fenty Beauty line

It is an original label at LVMH created by Rihanna, who is the first woman of colour at the top of an LVMH maison. LVMH Chairman and Chief Executive Bernard Arnault reported that Rihanna was not only a wonderful singer, but also a terrific leader, a true entrepreneur and a real CEO. After working with her, he realized that she was able to find her full place within his company. Therefore, LVMH has built a multicultural and talented group to support Rihanna to start up the Fenty Maison.

In the firm owing the new brand Project Loud France, Rihanna owns nearly 50 percent of stocks with a contribution of about €30 million in cash to the venture.

Fenty Beauty line generated €500 million in its first year in operation, underscoring the power of the Barbadian singer/ Ph: Fenty Beauty

The building including the conglomerate’s smaller fashion brands like Loewe, Givenchy or Celine which is occupied by the LVMH Fashion Group is the head office of Fenty Beauty line. In addition, this new brand will be supported by LVMH veterans during this time.

In short, Fenty Beauty line can be said to be a luxury fashion label created by Rihanna, who had shifted the conversation in lingerie with the debut of Savage x Fenty. In the future, this new brand will bring consumers a number of beautiful high-end products under the leadership of LVMH.

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