Rihanna joins hands with LVHM to form the first ever haute streetwear brand

RiRi fans, rejoice! If you’re like us and just can’t seem to have enough her beauty line, Fenty, there’s more.

Rihanna has tied hands with LVMH Moët Hennessy Louis Vuitton, the world’s largest luxury group to come up with her own new line which will be a part of the iconic fashion house. You can expect first products’ release in just a few weeks.

This is huge news, because Rihanna will be the first woman to create an original brand at LVHM, first woman of colour at the top at LVHM and line will be the first new house created by the group since Christian Lacroix in 1987. Rihanna’s Fenty would be in likes of heritage fashion brands like Dior, Givenchy, Celine and Fendi.

The brand’s logo features a graphic representation of Fenty that resembles a Greek key design, as well as the name in white letters against a blue background with a reversed “N.” The brand will be based in Paris and will include ready-to-wear , shoes and accessories, and “is centered on Rihanna, developed by her, and takes shape with her vision,” according to a statement from LVMH.

“Designing a line like this with LVMH is an incredibly special moment for us,” Rihanna, 31, said in the statement. “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.”

The buzz about Rihanna’s line with LVHM was doing the rounds since January, but this will be the first time either of the party has confirmed it. The brand’s name, ‘Fenty’ comes from her last name. Her full name is Robyn Rihanna Fenty. It marks an evolution in the celebrity-style synergy, which has progressed from one-off collaborations (Selena Gomez and Coach) to longer term deals between sports brands and stars (Beyoncé and Adidas) to, now, the sort of brand that Emilio Pucci built.

“Everybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real C.E.O. and a terrific leader,” Bernard Arnault, the chairman of LVMH, said in the statement, referring to the partnership Fenty has had with LVMH since 2017 to create and distribute its beauty line.

“She naturally finds her full place within LVMH,” he continued. “To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the Group resources.”