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Rihanna debuts FENTY Luxury Fashion House

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The Rihanna Era Begins, With LVMH and Fenty

 

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PARIS, France — After months of hype, LVMH and Rihanna’s fashion venture is finally materialising. The superstar is set to present her first collection for the new label, which will be branded Fenty, on May 22 in Paris.

 

It will be “centered on Rihanna, developed by her, and takes shape with her vision in terms of ready-to-wear, shoes and accessories, including commerciality and communication of the brand.”

 

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. 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” said Rihanna, whose Fenty Beauty line, launched in partnership with LVMH beauty incubator Kendo, generated €500 million in its first full year in operation.

 

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

 

“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” said Bernard Arnault, chairman and chief executive of LVMH chairman.

 

As BoF first reported, Rihanna is a 49.99 percent shareholder in Project Loud France via her company Denim UK Holdings. (Her attorney Ed Shapiro and Jay Brown, chief executive of her music label Roc Nation, are the directors of Denim UK Holdings.)

 

Rihanna has committed nearly €30 million of “in-kind” contributions to the venture — meaning she’s offering up €30 million worth of her time, her name and what she represents — while LVMH has put up €30 million in cash.

 

Fenty’s head office is located in the building occupied by the LVMH Fashion Group, which is comprised of the conglomerate’s smaller fashion labels, including Celine, Givenchy and Loewe, and led by Sidney Toledano.

 

However, the label will be supported by LVMH veterans who will report to Project Loud’s President and LVMH’s Chief Strategy Officer Jean-Baptiste Voisin.

While Fenty may be a departure for LVMH, Rihanna’s track record with the company is an indicator that her global influence, driven by her authentic message of diversity and inclusion, may be worth betting on further.

 

With more than 70 million followers on Instagram, the entertainer has managed to reroute the trajectory of the beauty industry by making 40 shades of foundation the minimum requirement. She has also shifted the conversation in lingerie with the launch of Savage x Fenty, a size-inclusive line produced in partnership with El Segundo, Calif.-based TechStyle Fashion Group, the company behind Kate Hudson’s Fabletics activewear label. (Her collection with Puma, at the time owned by rival luxury group Kering, ended in the Spring of 2018.)

 

Rihanna’s ethos appeals to consumers with a millennial mindset, no matter what their age. LVMH provides the strategic tools needed to ramp up quickly.

“[LVMH] has one of the best platforms in the world in terms of design, marketing, distribution, supply chain,” luxury analyst Mario Ortelli told BoF in February. “That’s why they’ll make the bet. Whether it succeeds will depend on execution.”

https://www.businessoffashion.com/articles/news-analysis/lvmh-and-rihanna-to-launch-fenty-maison

https://www.nytimes.com/2019/05/10/fashion/rihanna-fashion-lvmh-fenty-house.html

https://wwd.com/fashion-news/designer-luxury/rihanna-lvmh-new-fashion-label-launch-details-confirmed-1203125971/

 

This is huge :jonny5: 

 

 

 

www.fenty.com

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The first black woman :jonny:

A real CEO :jonny:

 

Co-Owner :jonny:

 

Why is she so legendary! 

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A HISTORICAL moment. :jonny:

Aaaah I can't believe we went from Pon de Replay to this in 14 years. 

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an entrepreneur.

:jonny5:

 

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Congrats but I want her to debut new music.

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#PRAY4R9 :jonny5:

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it's Rihanna's world and we're just living in it :jonny5:

 

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:clap3:

But why wouldn't them change a name? People will confuse it with Fendi

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Rihanna will become the first woman to create an original brand at LVMH, the first woman of color at the top of an LVMH maison, and her line will be the first new house created by the group since Christian Lacroix in 1987

:jonny2: My fave :'( 

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:jonny: What a moment

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4 minutes ago, BajanBeauty said:

The first black woman :jonny:

A real CEO :jonny:

 

Co-Owner :jonny:

 

Why is she so legendary! 

Wait bitch! She's not even only the first black woman, but the first woman. :deadbanana4:

 

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Rihanna will become the first woman to create an original brand at LVMH, the first woman of color at the top of an LVMH maison, and her line will be the first new house created by the group since Christian Lacroix in 1987. It joins such storied heritage brands as Dior, Givenchy, Celine and Fendi and positions Rihanna as a breakthrough designer on a number of levels.

https://www.nytimes.com/2019/05/10/fashion/rihanna-fashion-lvmh-fenty-house.html

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Oh my she won :clap3:

but where's the album???

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From WWD (January article when they first broke the news):

 

D6NNJA-W0AAHb_s.jpg

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8 minutes ago, istan4badgalriri said:

From WWD (January article when they first broke the news):

 

D6NNJA-W0AAHb_s.jpg

I’m ready for those Fenty House + Fenty Beauty + R9 bundles. Coming for 1M SPS first week :eli:

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"the first woman of color at the top of an LVMH maison"

 

:clap3:

queen. Paving the way for the others

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OMG :jonny5:

this is actually major i'm so happy for her

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AHHHH SO PROUD :jonny: 

 

my faves thriving, slaying and being legendary I CANT :jonny5:

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A BUSINESSWOMAN! NO LONGER A MUSICIAN

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RIP R9

 

Congrats to legend! 

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I LOVE that logo. Branding at its finest.

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This is LEGENDARY. A true MOMENT. :jonny2:

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Posted (edited)
38 minutes ago, istan4badgalriri said:

From WWD (January article when they first broke the news):

 

D6NNJA-W0AAHb_s.jpg

Using lead single of R9 as the runway background music, legend

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The logo is gorgeous :smitten:

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