Rihanna and LVMH Announce New Fenty Label

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Fenty Rises Among Storied Heritage of Dior and Givenchy


LVMH (Moët Hennessy Louis Vuitton), the world’s largest luxury group, has announced their fresh, new offering. Fans won’t have to wait long as the new line of fashion and beauty products will be debuting in upcoming weeks. Rihanna will become the first woman to create an original brand at LVMH, the first woman of color 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, Fendi, Givenchy, and Celine and positions Rihanna as a breakthrough designer on a number of levels. It summons the attitude of “I am female, hear me roar.”

“Designing a line like this with LVMH is an incredibly special moment for us,” said Rihanna. “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.”

“Designing a line like this with LVMH is an incredibly special moment for us.”

Rihanna

Fenty is no longer subjected to a lifestyle brand but will transform and elevate into a part of a luxury fashion house, really two different worlds. This acquired leverage just skyrocketed her brand to the next level. This evolution in the luxury industry may no longer come just from reinventing old heritage names of the past, but by embracing a new diverse, digital, direct communication-enabled reality for the future. A breakthrough in the fashion world.

For the brand announcement, LVMH revealed a new, modified Fenty logo with a Greek key design. The Fenty name in white letters sit against a blue background with a reversed “N.” As the creative direction moves forward, the fashion line of ready-to-wear shoes and accessories “is centered on Rihanna, developed by her, and takes shape with her vision,” according to a statement from LVMH.

“Everybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real CEO. and a terrific leader,” Bernard Arnault, the chairman of LVMH, said in the statement, referring to the partnership Fenty has had with LVMH since 2017 to create and distribute its beauty line. “She naturally finds her full place within LVMH,” he continued. “To support Rihanna to start up the Fenty Maison we have built a talented and multicultural team supported by the Group resources.”

LVMH Overcomes Gucci’s Blackface Sweater Controversy

In addition to Rihanna being well-deserving, it’s a great PR move on the part of LVMH especially after Gucci has faced months of criticism and ultimately apologized for selling a sweater that many said resembled blackface. The Italian fashion brand was slammed in February after it released a $900 black sweater with a turtleneck collar that covered half the face and a mouth cut-out lined with red. It’s best to set the standard by progressing ahead of the other groups. People will take note.

Speaking on the Gucci scandal, 48 year old supermodel Naomi Campbell told the Washington Post on Tuesday she thought it was ridiculous that people said they were burning their Gucci products when the controversy first erupted. “I think it’s ridiculous for people to say they were burning their [Gucci] clothes,” Campbell told the newspaper. “Don’t burn your clothes. It wasn’t intentional.”

Campbell said there was a positive outcome that came out of the incident. Gucci apologized for releasing the insensitive item and removed it off its website. Shortly after, the fashion house announced it was launching a plan that included a scholarship investment in Africa, partnering with other schools globally and establishing a diversity and inclusion global director. Campbell also joined the brand’s advisory council, which includes racial justice activists, academics, and other celebrities.

Since the creation of Fenty, the company has always been inclusive towards size, race, gender, and identity. LVMH reported first quarter revenues in April of 12.5 billion euros ($14.1 billion), an increase of 16% — and the emphasis on “multicultural,” in a time when many luxury brands are suffering from charges of cultural insensitivity and discrimination.

LVMH has been making strides in recent years to right the gender balance in luxury, appointing the first female designers of Givenchy in 2017 and Dior in 2016. It has also begun to address the need for diversity, naming Virgil Abloh as the first African-American to head Louis Vuitton menswear in 2018.

The future of fashion is beginning to represent the rainbow of diversity the world has to offer. Bravo Rihanna for taking on the luxury fashion world with grit and determination and a lot of style too!