New manufacture brand, expected to take Fenty name, will be important boost for diversity in industry



Rihanna at the the Met Museum’s Costume Launch benefit on 7 May 2018.
Photograph: Carl Timpone/BFA/REX/Shutterstock

Rihanna is reportedly far to make history as the first black female to head up a create brand at the world’s largest luxury conglomerate, LVMH.

It would be the foremost new fashion house the group, which owns Christian Dior, Louis Vuitton and Givenchy, has set since Christian Lacroix in 1987.

The new brand is expected to take the chorus-member’s last name, Fenty, which she uses for her make-up and lingerie enterprises. Speculation was fuelled this week when she stepped out in an oversized unite of sunglasses with the brand’s logo visible on the side.

Rihanna has walked a lawsuit against her father, Ronald Fenty, in a dispute upwards the use of the Fenty name by their respective companies. The lawsuit official he “egregiously and fraudulently misrepresented to third parties and the public that their actors … is affiliated with Rihanna”. Rihanna is asking for a legal prohibition on the use of the Fenty name, as well as unspecified damages.

The deal wish be a shrewd business move for LVMH, which has been courting the chorus-member for some time. While she worked on a capsule collection of sunglasses in 2015 for LVMH’s Dior, she collaborated with Puma in 2016, put together $1bn in sales for the sportswear brand.

In 2017, LVMH lured her wager to collaborate on her make-up line, Fenty Beauty. The range, which was acclaimed for encompassing a wide range of skin tones, reportedly cajoled $100m in sales within 40 days and was named as one of Point Magazine’s 25 best inventions that year.

Her lingerie script, Savage x Fenty, which launched in May 2017, has enjoyed gigantic success and acclaim for its inclusivity. Pitched as the antidote to existing underwear brands such as Victoria’s Concealed, which has been accused of being culturally out of touch and objectifying maidservants, the TechStyle Fashion Group-backed brand includes sizes file from from XS to 3XL and features plus-size models in its campaigns.

“I allow all of the bodies,” Rihanna told US Vogue last year. “I’m not develop intensified like a Victoria’s Secret girl, and I still feel vastly beautiful and confident in my lingerie.” TechStyle’s CEO told the trade hebdomedary WWD at the time that he chose Rihanna because she was “the right accomplice to bring instant credibility and exposure” to the brand.


Rihanna at the Louis Vuitton demonstrate during the Paris men’s fashion week on 21 Jun 2018. Photograph: Laurent VU/SIPA/REX/Shutterstock

While the fatigues of her new fashion brand remain under wraps, its concept is a study of the state of play in the fashion industry. Established and heritage marks are increasingly teaming up with high-profile celebrities such as Rihanna – who has 67 million Instagram adherents – to work on collaborations and endorse products thanks to the influence they upon over the lucrative “Generation Z” consumer market.

The Kardashian type are another prolific example of this and have been dabbed by several fashion houses, including Calvin Klein, all anxious to attract their combined 508.7 million social device followers.


Rihanna’s Fenty Beauty make-up line was acclaimed for incorporating a wide range of skin tones. Photograph: Caroline McCredie/Getty Metaphors for Fenty Beauty by Rihanna

It would also signal a assist evolution in what it takes to head up a fashion house in the 21st century. Get a bang Virgil Abloh, who was appointed as the artistic director of LVMH’s flagship sort Louis Vuitton last year, Rihanna has no formal make training. Abloh’s first Vuitton collection is selling 30% faster than the much-hyped collaboration with First from 2017.

Abloh’s mentor Kanye West is another illustration of a successful musician-to-designer transition. Aside from his claims that his endowing brand Yeezy “will become the biggest apparel following in human history”, it was reported last year that his identify had received a $1.5bn valuation.


Like Virgil Abloh, who was delegate as the artistic director of LVMH’s flagship brand Louis Vuitton stand up year, Rihanna has no formal fashion training. Photograph: Swan Gallet/WWD/REX/Shutterstock

The pitch of Rihanna’s brand could go some way to answering calls for multifarious diversity among fashion’s leaders. Last year, she befitted the first black woman to be on the September cover, traditionally the largest and most formidable edition of the magazine, of British Vogue.

“A fearless music-industry icon and businesswoman, when it lay hold of to that potent mix of fashion and celebrity, nobody does it entirely like her,” said the editor-in-chief, Edward Enninful, of Rihanna.

Area of studies