Rihanna makes history with her new fashion label with LVMH: Fenty is already popular before launch

Here’s why Rihanna’s new luxury fashion house launch was such a groundbreaking moment in Fashion
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Rihanna confirmed on Friday the launch of her much-rumoured new luxury fashion brand in partnership with LVMH Moët Hennessy (LVMH), the largest luxury goods conglomerate in the world. This makes Rihanna the first woman of colour to lead LVMH brand. It also makes her a part of the group with the biggest names in the fashion industry.


Reportedly, the LVMH group has already invested $30 million dollars in the newly turned entrepreneur’s brand - FENTY. She shared the news in a post on Instagram revealing the monogram-ready logo for the brand.




@fenty .

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With her first venture with LVMH, Fenty beauty earned a lot of popularity in just a year and a half since it’s launch. In 2018, it grossed more $500 million in sales. It quickly cultivated a large audience with more racially inclusive and body positive campaigns.


While FENTY launching its full-fledged brand may not come as a surprise, it surely is a big deal to launch a new luxury fashion house on its own. It has also been over 30 years since LVMH launched a new luxury-apparel brand, the last being Christian Lacroix in 1987. She will also be the first woman of colour to lead this cultural appropriate brand.




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The umbrella of LVMH group includes brands like Dior, Fendi, Givenchy, Marc Jacobs, and Céline among many others. The FENTY house will be based out of France which will be an ideal representation of cultural change for the LVMH conglomerate.


While the brand has only revealed a little about the brand - including the teaser and brand logo, we cannot wait to see what they have in stored for us. What do you think about this new venture? Let us know in the comments section below.

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