To say Rih-Rih is in good company is an understatement, and it's looking like we'll see what she has in store for the brand sooner than later. It will be based in Paris and comprise ready-to-wear pieces, shoes and accessories.
"Everybody knows Rihanna as a wonderful singer, but through our partnership at FentyBeauty, I discovered a true entrepreneur, a real C.E.O. and a terrific leader", Bernard Arnault, the chairman of LVMH, said a statement to the Times. As Vanessa Friedman points out in her New York Times column, it signals that LVMH understands that "growth in the luxury industry may no longer come just from reinventing old heritage names".
On Friday Arnault confirmed the rumours, saying that LVMH had built up a "talented and multicultural" team to support Rihanna´s newest brand. Rihanna, as the only woman of color running a brand within LVMH, will bring a new energy to a conglomerate known for its staid, traditional approach to luxury fashion.
Louis Vuitton owner LVMH is launching a new fashion brand with Barbadian singer Rihanna, in a rare move by the French group to set up a label from scratch as it taps into soaring demand for celebrity collaborations in the luxury world. That's huge. Even more, this makes Rihanna the first-ever black woman to design for LVMH.
Analysts attribute its success to an offering that included a very wide range of skin tones, catering to a more diverse audience than many make-up brands historically had.
A regular on the front row of fashion shows, and particularly at Dior in Paris, the singer has also proved herself to be a canny creator. "Glory be to God.", Rihanna wrote on her Instagram.
Thank you Mr.Arnault for believing in this little girl from the left side of an island, and for giving me the opportunity to grow with you at @LVMH. This is proof that nothing is impossible.