LVMH Moët Hennessy Louis Vuitton confirmed rumors Friday, announcing that it has partnered with Rihanna to create a new “fast approaching” luxury Maison under the pop star’s Fenty banner.
Developed by Rihanna with no artistic limits, LVMH says Fenty Maison “takes shape with her vision” for ready-to-wear, footwear and accessories. The first collection will drop this spring. Apart from a logo and website domain, fenty.com, no other details have been released about the brand.
“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 in a statement.
Rumors have circled that the luxury conglomerate and singer would enter into the apparel and accessories category together. In 2016, LVMH inked a deal to produce Rihanna’s inclusive cosmetics brand, Fenty Beauty, through its Kendo division.
The partnership breaks from LVMH’s tradition of acquiring storied luxury labels and it is the conglomerate’s first new fashion brand in more than three decades.
“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,” said Bernard Arnault, chairman and CEO of 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 an ingénue in luxury, Rihanna cut her teeth in fashion with the 2016 launch of Fenty x Puma. The multi-season collaboration, which introduced the singer’s fantastical approach to athleisure and streetwear with collections inspired by Marie Antoinette and motorbike culture, ended last spring.
In 2018, Rihanna entered the lingerie market with Savage x Fenty. The direct-to-consumer line challenges industry norms by offering panties size XS to 3X, bra sizes up to 44DDD and a broadly inclusive range of nude shades.