LVMH partners with superstar Rihanna on luxury label

Luxury group LVMH has confirmed a partnership with popstar Rihanna, which will include the launch of a jewellery offer.

After months of speculation, LVMH has officially announced it will be launching an original luxury brand with the singer.

The first collection from the new brand will be presented in Paris later this month, with publication Business of Fashion, which broke the news, revealing it will include jewellery, alongside shoes and sunglasses.

The collection will be named after the singer’s surname, Fenty.

LVMH says the new Maison, Fenty, is centered on Rihanna, developed by her, and takes shape with her vision in terms of ready-to-wear, accessories.

This is not the first time the luxury group has worked with the star. Rihanna partnered with LVMH beauty incubator Kendo, to launch her Fenty Beauty line, which generated €500 million (£437m) in its first full year in operation.

“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,” says LVMH chairman and chief executive Bernard Arnault. “She naturally finds her full place within LVMH.”

“To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the group resources. I am proud that LVMH is leading this venture and wish it will be a great success.”

Fenty is the first fashion brand launched from scratch by LVMH since Christian Lacroix was founded in 1987.

Furthermore, Rihanna is the first woman to create an original brand at LVMH and the first woman of colour at the top of an LVMH Maison.

The BoF says Rhianna has committed nearly €30 million (£26m) of ‘in-kind’ contributions to the joint venture – meaning she’s offerings that amount of her time, name, and what she represents – while LVMH has put up the same amount in cash.

“Designing a line like this with LVMH is an incredibly special moment for us. Mr Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits,” says Rihanna. “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.”

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