Barbados-born singer Rihanna has unveiled a new fashion brand with Louis Vuitton owner LVMH, in a rare move for the French group, as she will build the brand from scratch while capitalizing on growing demand for celebrity partnerships. In this area.
Fenty, after the singer's full name Robyn Rihanna Fenty, will build on Rihanna's joint venture with LVMH in the cosmetics business, with a full line of clothing, shoes and accessories. Rihanna said yesterday (Wednesday): "My style will be different and unconventional because I do not belong to this industry." She added that she hoped to provide "a new vision of fashion."
A fashion show was organized in a store in the Marais district in Paris, which included white or beige jackets, and dresses that reveal the shoulders or designs similar to jackets. The collection also includes men's clothing, including denim jackets and coats. The French group has increasingly capitalized on partnerships with celebrities to attract young luxury customers.
However, most of these projects were limited to limited editions, and LVMH is looking forward to getting ahead of its peers by taking its partnership with Rihanna, 31, to another level. The group will be able to count on the singer's popularity on social media, as she has 70.5 million followers on her Instagram account.
And unlike other brands of the French group, Fenty products will be sold at much lower prices. Prices will range from 600 euros ($669.18) to 800 euros for a dress, 500 euros for sandals and 300 euros for jewelry. The project will mainly depend on e-commerce.
Reuters (Paris)