Everything You Need To Know About Rihanna’s New Luxury Fashion Brand, Fenty

Slowly but surely, she's taking over the world.

Not content with an incredibly successful makeup brand (which just launched in Boots today) and lingerie line, Rihanna is launching a luxury fashion house.

The pop star announced the new venture on Instagram this afternoon, revealing the logo and social media pages for the brand, simply titled ‘Fenty’.

Fenty will come under the umbrella of luxury fashion group LVMH (Moet Hennessy Louis Vuitton), which houses brands like Givenchy, Fendi, Dior, and her own Fenty Beauty.

According to the New York Times, Rihanna is the first woman to create an original brand at LMVH, and the first woman of colour to head an LVMH ‘maison’ – Fenty will be the first new house created by the group since Christian Lacroix in 1984.

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The brand will be based in Paris and include ready-to-wear, shoes and accessories, the first of which are expected to be unveiled in the next few weeks.

“Designing a line like this with LVMH is an incredibly special moment for us,” said Rihanna in a statement, thanking the group chairman Bernard Arnault for the “unique opportunity”.

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.

“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,” said Arnault in turn.

Rihanna made her first move into fashion in 2016, when she was named creative director of Puma. Her Fenty x Puma line was shown at New York and Paris Fashion Weeks, featuring the kind of clothes that, in her own words, “Marie Antoinette would wear if she was going to the gym”.

The New York Times believes the new Fenty brand will be a continuation of the Puma collab – ‘haute streetwear’ with the focus on inclusion that has marked her beauty and lingerie lines.

Whatever it may be, we’re excited to see it (just not too hopeful for our wallets).


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