As anticipated, French conglomerate LVMH this morning (May 10, 2019) officially announced plans to start up a fashion label with Robyn Rihanna Fenty. Reflecting her surname and her Fenty Beauty line, the label will be called Fenty, making it only the second fashion house following Christian Lacroix built by LVMH from the ground up. Just as notably, Rihanna will be the first black woman in the history of LVMH to lead a company.
Thus far, the label has only revealed the square-shaped Fenty logo, which was previewed on a yellow dress Rihanna wore last month. Fenty will make its official debut with a fashion presentation that will include ready to wear, shoes and accessories in Paris on May 22nd. She will also photograph the label’s first campaign. The label also has an official website, fenty.com where visitors can sign up for email notifications.
In an LVMH press release, Rihanna stated, “Designing a line like this with LVMH is an incredibly special moment for us. Mr. [Bernard] Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits. 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.”
LVMH CEO and board chairman Arnault added, “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. 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.”
While LVMH didn’t provide financial details, according to French accounting firm Ledouble, LVMH has invested 30 million euros in the project, while Rihanna through her Paris-based Project Loud company has made an investment of 29,988,000 euros. LVHM has also appointed Jean-Baptiste Voisin as Fenty brand president.
