Paris – Luxury conglomerate LVMH is working with Rihanna to launch a luxury fashion house from scratch.
Making its debut this spring, Fenty will be developed by Rihanna and will feature ready-to-wear apparel, shoes and accessories. The brand hopes to disrupt the luxury sector not only as the first fashion house launched under LVMH by a woman of colour, but also by focusing entirely on direct-to-consumer (DTC) online sales.
According to Bernard Arnault, chairman and CEO of LVMH, the group has brought together a talented and multicultural team to support the launch of the Fenty Maison. ‘Designing a line like this with LVMH is an incredibly special moment for us,’ says Rihanna. ‘Mr Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits.’
The partnership signals a wider shift not only in the mindset and expectations of luxury consumers but also brands, who are embracing new distribution models. For more on the evolution of luxury, explore our dedicated luxury vertical.