On May 10 the luxury LVMH group comprised of Louis Vuitton, Moët & Chandon, Hennessy officially announced the launch of the new brand called Fenty founded in cooperation with Rhianna.
Rhianna has been conquering the fashion world for the past two years. In 2017 she registered a beauty brand titled after her own surname — Fenty Beauty. The new company exclusively represented Kendo — incubator for beauty brands by LVMH — at Sephora boutiques. Sales launched simultaneously in 12 countries. The brand boasted a resounding success, and two years later LVMH officially announced the launch of a new fashion house in cooperation with the famous singer. According to the press release says the launch is to take place in spring 2019. The house plans on making clothing, shoes, and accessories with the Fenty logo.
Rhianna is hardly a newcomer in the design business. In the past few years she has made a collection with Puma and a lingerie collection called Savage x Fenty. Apart from that the artist launched several fragrances with Parlux Fragrances, a company that also makes perfumes for Jessica Simpson, Jay-Z, and Kenneth Cole.
There have been rumours about a big collaboration with Rhianna but LVMH refused to comment anything before the official announcement. On May 10 Bernard Arnault, CEO of the group, said the singer naturally became a part of LVMH family. Everybody knows Rhianna as a great singer but during our cooperation within Fenty Beauty I got to know her as a real entrepreneur, CEO, and a great leader”, Arnault commented. “To support Rhianna in opening Fenty Maison we assembled a talented multinational team through the group’s resources. I am proud that LVMH is leading the endeavor, and I wish them all the best”, added the CEO.
The press release concludes with a link to www.fenty.com which currently offers only a news subscription.