Rihanna has launched her fashion label Fenty at a pop-up boutique in Paris, becoming the first black woman to create an original brand with the French luxury conglomerate LVMH.
The event was attended, among others, by Olivier Rousteing and Maria Grazia Chiuri, creative directors of Balmain and Dior respectively.
Fenty, which will debut in a Paris pop-up store on May 24 and online on online on May 29, is the latest of Rihanna’s business ventures. It joins her cosmetics brand Fenty Beauty and lingerie label Savage X Fenty, which launched in 2017 and 2018 respectively.
A look from Rihanna’s Fenty fashion line. Credit: Courtesy Fenty
The clothing collection is the 31-year-old musician’s first venture into the luxury fashion market, although she has already created collections for British fashion retailer River Island, and was made creative director of Puma in 2014.
Her brand now joins labels such as Dior, Louis Vuitton, Fendi and Givenchy under the LVMH umbrella.
“The collections are easily worn together and meant to be staples in our wardrobe. I’m just hyped to see people in my clothes, man.”
The label will forgo seasonal collection previews, instead opting to retail “via multiple incremental releases on a “See-Now-Wear-Now” model,” LVMH explained.
The collection “is centered on Rihanna, developed by her, and takes shape with her vision in terms of ready to wear, shoes and accessories, including commerciality and communication of the brand,” according to a press release.