The French conglomerate LVMH and Rihanna have confirmed long-standing rumors about the creation of a joint brand. As the name of the line, the singer chose her last name (her official name is Robin Rihanna Fenty), Fenty, under which she has already released collections of underwear, cosmetics and shoes. Under the new brand will be sold clothing, shoes and accessories.
In an official statement, Rihanna said that the head of LVMH, Bernard Arnaud, gave her complete creative freedom to work in the luxury sector: together created. " Arnaud, in turn, noted that while working on the Fenty Beauty cosmetic line, Rihanna showed herself as a real leader, entrepreneur, and excellent general manager.
Fenty will be the first brand in the last 30 years based on LVMH. In addition, Rihanna will become not only the first woman to create her own brand in LVMH, but also the first colored woman to head the house of the French concern.
Officially, the company owning the brand is called Project Loud France – which is dedicated to one of Rihanna’s albums. The Barbados performer, owning 49.99% of the shares, invested 29 988 000 euros “in a non-monetary form” in the project – this includes her time, using her name and influence, and LVMH – another 30 million euros. Fenty is headquartered in the LVMH Fashion Group building. The former employees of Celine and Louis Vuitton, who will be headed by the president of the company and the director of the strategic development division of the concern Jean-Baptiste Voisin, will participate in the work on the brand.
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The first Fenty collection will be released in the spring of 2019 and will be presented in Paris. Reportedly, most products will be sold online. The brand's website, www.fenty.com, will soon be launched, but for now you can leave your email to subscribe to the newsletter.
About why LVMH was accused of sexual harassment, read the link