LVMH and Rihanna have confirmed the launch of a fashion label, #FentyMaison. The pop superstar will present her first fashion collection for the French luxury giant on May 22 in Paris.
Fenty is the first fashion brand launched from scratch by LVMH since Christian Lacroix was founded in 1987. Rihanna has committed nearly €30 million of “in-kind” contributions to the venture — meaning she’s offering up €30 million worth of her time, her name and what she represents — while LVMH has put up €30 million in cash.
While Fenty may be a departure for LVMH, Rihanna’s track record with the company through Fenty Beauty is an indicator that her global influence, driven by her authentic message of diversity and inclusion, may be worth betting on further. “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,” said #Rihanna.