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Brief Published: 22 May 2019

Rihanna Makes History with Luxury Fenty Label

Rihanna in Fenty

LVMH will partner with Rihanna on original luxury fashion house Fenty Maison – confirming the astoundingly lucrative pull of the non-expert influencer (see Luxury Fashion’s Open-Source Thinking).

The history-making venture will see Rihanna become the first woman and first woman of colour to create a label with the luxury giant – its first original brand since 1987 – including ready-to-wear, shoes and jewellery. Posting the first previews on her Instagram account, she announced plans to launch the collection in a Paris pop-up on May 24 and online on May 29 – further democratising access to the exclusive luxury space.

Rihanna has successfully navigated diversity across industries – a calling card which she has continuously translated into business success. Launched in 2017, her skin-tone-spanning Fenty Beauty brand generated €500m ($55.8m) in its inaugural year, while her body-positive lingerie line, Savage x Fenty, continues to transform the outdated sector with on-point feminist messaging and size-inclusive designs.

“To support Rihanna […] we have built a talented and multicultural team supported by the group resources,” said LVMH chairman and chief executive Bernard Arnault. “I am proud that LVMH is leading this venture, and [hope] it will be a great success.”

Fenty’s launch signals a departure from the industry’s luxury appointment rule book, as well as the long-awaited recognition of the need to diversify design and creative teams at every level. Set to action meaningful and consistent change within these luxury spaces, it should act as a blueprint for captivating new and broader audiences for all brand types.

See Ripping Up the Luxury Rule Book for more.