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Rihanna, Fenty Beauty, Fenty Maison, fashion, luxury, LVMH

Rihanna Launches Her Fashion Brand

The First Rihanna’s Collection Named Fenty Maison Will Be Presented on May 22 in Paris and Will Include Ready-to-Wear, Shoes and Accessories

It’s fair to suppose, the loyal Rihanna’s fans will never wait for her next music album, considering the fact how deep the worldwide famous singer and influencer plunged into developing and promoting her beauty line, Fenty Beauty, and lingerie brand Savage x Fenty. A while ago, when the first news on Rihanna’s collaboration with a French luxury giant LVMH covering such brands as Celine, Givenchy and Loewe, dropped, provoking a massive discussion and common excitement – everyone is interested in what Rihanna is going to offer becoming another one brand created by a superstar and a major Instagram influencer.

Finally, news and buzzes are about to materialise: the first and the most expected collection for the new label will be presented on May 22 in Paris. So, Rihanna opens a new page of the book of her fashion venture – Fenty is the first fashion brand launched from scratch by LVMH since Christian Lacroix was founded in 1987. And this, obviously, is a significant success for a brand, founded by a social influencer (a small reminder: the social girth singer possesses on Instagram is more than 70 million).

“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” Rihanna said, commenting her fashion presence supported by LVMH. The upcoming success predicted to her future brand does have compelling reasons to be regarded so: her Fenty Beaty line, launched in a partnership with LVMH beauty incubator Kendo, generated more than €500 million in the first full year since the operation began.

“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.

Rihanna, Bernard Arnault and Helene Arnault after Christian Dior show at Paris Fashion Week Spring/Summer 2016

It’s not a surprise that Rihanna’s fashion brand, including the full range of clothes, accessories and shoes will have commercial success. The total commitment Rihanna invested in the creation of the new venture worth nearly €30 million of «in-kind» contribution – meaning she is offering up €30 million benefit of her time, the representation she got and, what is more important and leading for future sales, the name, worth more than the whole marketing strategy itself. Because, what kind of marketing we need, when we already know, the product is created by Rihanna and her mastermind?

And, meanwhile, Rihanna contributes her authority and name, the real money comes from LVMH who put up €30 million in cash.

But the big name is not the only product driven aspect the brand might succeed in. The concept is the most important part of Rihanna’s collections: her authentic message of diversity and inclusion, worth to turn her into a decent player in a luxury market competition.

The singer has already managed to shift the trajectory of the beauty industry by developing 40 different shades of foundation fit for every skin tone that not many brands are still willing to do. Also, she erased all the possible boundaries in lingerie production, launching her Savage x Fenty – the line produced with a partnership with El Segundo, Calif.-based TechStyle Fashion Group, suggesting a totally inclusive size range of lingerie, bypassing the worldwide famous lingerie giant Victoria’s Secret, whose reputation is about to drop under a prevalence of the inclusivity-based companies.

While LVMH is ready to provide the newcomer luxury brand with all necessary strategic tools needed to boost up quickly and a team of professionals, Rihanna’s ethos is a major product-driven facet for millennials of every age to generate massive sales and become the new iconic brand everyone will carve to possess.