T-Minus 4 days...
It's been a busy week for Rihanna. First, she launched Fenty Beauty in Boots stores across the UK and Ireland. Now, news has broken that she will present her first fashion collection for the French luxury giant, LVMH on May 24 in a pop-up store in Paris and the entire brand will launch on May 29, online.
Not only will Rihanna be the first woman to create an original brand at LVMH, she will also become the first woman of colour 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 which all show signs to Rihanna becoming a breakthrough designer.
Speculation surrounding Rihanna being in conversation with LVMH first began back in Janaury but the world's largest luxury group officially confirmed today that the fashion line, FEИTY Maison created by Rihanna was becoming part of its gilded stable. The collection will span from ready-to-wear to accessories such as; shoes, sunglasses and jewellery.
Speaking about the partnership, Rihanna revealed what it's been like working as the first designer of colour for LVMH:
“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."
However, this is not the first time Rihanna has been in partnership with LVMH. Fenty Beauty, launched in partnership with LVMH beauty maison, Kendo, generating €500 million in its first full year in operation.
Clearly, LVMH recognized Rihanna's ability to make money but will the industry accept a celebrity in such a sacred position that's been held by the likes of Hedi Slimane and Marc Jacobs, Karl Lagerfeld? The collaborations 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), FEИTY Maison now makes a case for how the luxury industry may start to depart from reinventing old heritage names and instead, begin to embrace a new diverse and digital era.
Should FEИTY Maison follow in the footsteps of Fenty Beauty and her lingerie line, Savage, Fenty Maison will cater to a diverse range of customers, and break the rules at every turn. New products will reportedly be revealed “in a few weeks.”
Main image by @badgalriri on Instagram