Rihanna, one of the best-selling music artist worldwide, has teamed up with LVMH to create luxury clothing and footwear brand, making the largest luxury group by revenues.
Luxury brands like Christian Dior, Dom Perignon Champagne and Sephora owner said the new brand of ready-to-wear shoes and accessories would be named Fenty ready for spring launch.
The collaboration with one of the most high-profile creative tie-ups to date between a pop star and a luxury group can only illustrate the lucrative potential of celebrities attract attention and sales through Instagram.
Rihanna, whose legal name is Robyn Rihanna Fenty – has 71m followers on Instagram and will become the first woman to create an original brand at LVMH and the first woman of colour to head an LVMH maison.
The fashion world and the internet have been buzzing this year with talk of a Fenty apparel or accessories line after she was photographed in January 2019 wearing Fenty-branded sunglasses. Rihanna, only 31, whose hits include “umbrella”, said “ Designing a line like this with LVMH is an incredibly special moment for us”.