Advertise with

The Barbadian singer and the owner of Louis Vuitton and Dom Perignon already launched a hit makeup line in 2017.
The Barbadian singer and the owner of Louis Vuitton and Dom Perignon already launched a hit makeup line in 2017.

Rihanna and LVMH to launch fashion house under Fenty brand


By Robert Williams and Eric Pfanner - May 13th, 09:06

Pop star Rihanna is joining LVMH to launch a fashion house under her Fenty brand, pairing the world’s largest luxury conglomerate with one of the biggest cultural influencers. 

The Paris-based label will make its debut this spring, selling ready-to-wear clothing, shoes, and accessories, LVMH said in a statement confirming earlier reports on the plans to expand their partnership. The Barbadian singer and the owner of Louis Vuitton and Dom Perignon already launched a hit makeup line in 2017.

The move represents a rare foray into building a new brand for LVMH, which has focused on acquiring labels with prestigious histories ranging from Christian Dior Couture to Rimowa suitcases. Rihanna joins other singers, such as Beyonce, in developing their own fashion lines to capitalize on Instagram-fuelled celebrity buzz that’s driving industry sales.

LVMH CEO Bernard Arnault “has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits”, said Rihanna, whose surname is Fenty.

The deep-pocketed French company is led by the world’s third-richest person, with an $88b fortune, according to the Bloomberg Billionaires Index. No financial details of the agreement were provided.

LVMH’s Fenty Beauty by Rihanna makeup line, sold principally through the company’s Sephora beauty chain, reached almost €500m in sales during its first full year of business. The brand’s move to sell 40 shades of foundation was lauded for its appeal to customers with a diverse range of skin tones — and competitors like Procter & Gamble’s CoverGirl and Ulta Beauty’s Flesh raced to add new shades to their own lines.

No more targets

The move to invest in a new fashion house comes as LVMH runs out of merger and acquisition targets in its key fashion and leather division. American challengers such as Michael Kors parent Capri and Coach owner Tapestry, Chinese groups Fosun International and Shandong Ruyi, private equity funds and the Qatari royal family have all scrambled to buy European luxury labels, pushing up asset prices. Families controlling prestigious brands like Hermes and Chanel have resisted putting their companies up for sale.

Faced with the dearth of opportunities for splashy fashion acquisitions, LVMH has used the windfall from surging Chinese luxury demand to simplify its structure — buying out the parts of the Christian Dior business that had previously belonged to a separate Arnault holding — as well as diversifying through investments in e-commerce and travel.

Rihanna previously served as a brand ambassador and creative director for the sportswear company Puma, which was formerly controlled by LVMH rival Kering. In April, Beyonce signed with Adidas to develop footwear and apparel under her Ivy Park label.

“Through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real CEO and a terrific leader,” Arnault said.Business Live 

Read more about: rihanna | retail | lvmh | luxury retail | fenty | fashion

Related News

SAFW competitions offers entry into fashion industry
19/07/2019 - 08:41
It opened the door for David Tlale to showcase his designs at New York Fashion Work, Mmuso Maxwell to supply his garments to retail giant Woolworths and Clinton Lotter to take his work to the UK. Now, South African Fashion Week (SAFW) is once again looking to grow the fashion and creative industry by opening it to emerging designers.

US retail sales rise as households spend more
18/07/2019 - 14:16
US retail sales increased more than expected in June, pointing to strong consumer spending, which could help to blunt some of the hit on the economy from weak business investment.

Refinery celebrates diversity with new fashion campaign
18/07/2019 - 11:39
Local fashion retailer Refinery is set to make waves across the local industry with its new spring campaign which embraces diversity, encouraging others to be unashamedly, authentically themselves.

Amazon offers $10 to Prime Day shoppers for access to their data
18/07/2019 - 09:53 has a promotion for US shoppers on Prime Day, the 48-hour marketing blitz that started recently: earn $10 of credit if you let Amazon track the websites you visit.

Retail sales jump in May ahead of expected rate cuts
18/07/2019 - 09:24
South Africa’s retail sales rose more than expected in May as sales of household goods, furniture and appliances expanded quickly, a hint that pressure on consumers was easing ahead of an expected lending rate cut that may further support spending.