BRANDS

After months of rumors and speculation, LVMH finally confirmed the news: It has officially partnered with Rihanna on a new luxury Maison dubbed "Fenty." The brand will be based in Paris and will be made up of ready-to-wear, shoes and accessories. The French luxury conglomerate announced the news on Friday and explained that the line will be developed by her and take shape with her vision. The company also confirmed that the first products will be unveiled in just a few weeks. Fenty will join a stable of other luxury brands owned by LVMH, including Dior, Fendi and Givenchy. As the New York Times notes, this marks several firsts for LVMH. The holding company mainly builds its brands by acquiring them outright; rarely does it launch an original brand on its own. (The last time it did this was in 1987 when with Christian Lacroix, which it sold in 2005.) Rihanna, then, will become the first woman to partner with LVMH on creating a new brand from the ground up. She is also the first woman of color to lead an LVMH brand—two milestones that have taken up to now to achieve. Today In: Consumer Rihanna at a launch for Fenty Beauty. Rihanna at a launch for Fenty Beauty. VIANNEY LE CAER/INVISION/AP Clearly, Bernard Arnault, chief executive of LVMH, is betting on Rihanna's global star power and image to rake in the cash and attract more of the millennial dollar, much as it has with Fenty Beauty. The success of that brand was almost instant, and Arnault no doubt expects that same kind of excitement and energy translating to apparel/accessories Fenty brand.

Fenty Beauty (stylized as FEИTY BEAUTY) is a cosmetics brand launched in September 2017 by singer Rihanna. The brand is popular for its broad inclusivity across skin tones and gender, especially its Pro Filt'R foundation. The original foundation launch included 40 shades, since expanded to 50. The inclusion of Fenty Beauty concealer includes 50 shades offering a wide variety to all skin types. The intent behind having so many shades to offer was to differentiate from other makeup companies that didn't cater to a broad market. Fenty Beauty was named one of Time magazine's best inventions of 2017.

Savage X Fenty celebrates fearlessness, confidence and inclusivity. In partnership with a team assembled from the industry’s elite, the label has disrupted and redefined the marketplace with its accessible price point and extensive assortment of lingerie.

"Savage X means making your own rules and expressing your mood, character and style for you—not for someone else."

-Rihanna

Fenty (fashion house) Fenty (stylized as FEИTY) is a fashion house founded by Rihanna under the luxury fashion group LVMH (Moët Hennessy Louis Vuitton) which was founded in 2017 and launched in May 2019. The fashion label made Rihanna the first woman and also the first of color to be added on the LVMH group.