The Pop Singer, Rihanna Teams up with LVMH to launch a Luxury Fashion Brand “Fenty”


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Robyn Rihanna Fenty — the Barbadian singer, actress, and businesswoman has 70.5m followers on Instagram. By making a unique brand at LVMH, she will become the first woman of color to head an LVMH Maison.

LVMH, the world’s biggest luxury group which is possessed by the industry titan Bernard Arnault, said the brand will be based in Paris with a wide range of clothing, shoes, and accessories. The new luxury brand will be called Fenty after the full name of the pop star, Robyn Rihanna Fenty. She already has her own highly successful Fenty sportswear and Savage lingerie labels. Fenty marks the first time that LVMH has made another Maison since 1987 when it made Christian Lacroix.

Rumors have been overflowing for a few months that LVMH, which possesses such iconic brands as Dior, Louis Vuitton, Fendi, and Givenchy, was assembling a group of popular designers for the project.

The launch, rumored for months, was “fast approaching”, with the debut based in Paris before the summer, LVMH said on Friday. Arnault affirmed rumors, saying that LVMH had made a “talented and multicultural” group to support Rihanna’s newest fashion brand. I am proud that LVMH is leading this venture and wish it will be a huge success.”

Rihanna announced on the LVMH website: “Mr. Arnault has given me a unique opportunity to build up a fashion house in the luxury sector, with no artistic confinement.”

Moreover, she said, “I couldn’t imagine a better partner both creatively and business-wise, and I’m ready for the world to perceive what we have built together.

A huge development of Black Woman in the fashion world:

Rihanna has a huge fan base with about 170 million social media followers. She is one of the most dominant style influencers on earth.

LVMH’s Arnault said in a statement, “Everyone knows Rihanna as a brilliant singer, yet through our partnership at Fenty Beauty, I found a true entrepreneur, a real CEO, and a terrific leader.”

Her Fenty Beauty operation racked up sales of more than $100 million within a few weeks of its 2016 dispatch. This operation also included a hook-up with LVMH. It marks a rare move by the acquisitive Paris-based team to set up another brand from scratch and pursues the making of Fenty Beauty with Rihanna in September 2017, which quickly turned into a business hit.

Fashion insiders state the main creations for Rihanna’s new line are probably disclosing later this month.

The singer has additionally proved herself to be a canny creator by being regular on the first row of the fashion shows, and especially at Dior in Paris.

Moreover, her existing Fenty sportswear line, Rihanna increased sales at Puma when she turned into its creative director and has additionally plunged her toe into lingerie.

The coordinated effort with Rihanna presents an edgier note in LVMH’s portfolio when luxury groups are competing to attract more youthful customers and moving into less familiar areas, for example, streetwear.

The brands are likewise progressively promoting themselves via social media, a medium which Rihanna has used to extraordinary impact, amassing 70.5 million followers on her Instagram handle “badgalriri”.

LVMH said in January, Fenty Beauty, before the end of 2018 had come to about €500 million ($562 million) in sales.

 


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Jessica Emile

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