LVMH to launch a brand with Rihanna to take the Fenty effect to fashion
The French luxury conglomerate is negotiating with the singer the launch of a firm with her name. It would be the first brand that LVMH releases from scratch since Christian Lacroix, in 1987.
LVMH squeezes the Rihanna phenomenon. The luxury giant is negotiating with the singer the launch of a fashion brand with her name, according to WWD. The company already owns Fenty, the cosmetics firm that the celebrity launched in 2017 and that was one of the biggest phenomena in this sector over the last few years.
If the new agreement is confirmed, it would be the first time that LVMH develops a brand from scratch since the launch of Christian Lacroix in 1987. According to sources close to the WWD operation, LVMH has already begun to select a group of employees that come from companies like Louis Vuitton and Celine among others, to work on the project.
Rihanna teamed up with Kendo, the accelerator of cosmetic start-ups owned by LVMH, to release Fenty Beauty in 2017
The firm would include a collection of fashion, leather goods and accessories, and could be launched coinciding with the release of its ninth album, which is expected to hit stores this year.
Rihanna has quite an experience in fashion business. In 2014, the singer joined Puma as creative director, and she has also launched two lines of cosmetics and intimate fashion with her surname, Fenty.
In the latter, Rihanna teamed up with TechStyle Fashion Group. For her line of cosmetics, the singer teamed up with Kendo, driver force behind the cosmetic business at LVMH. Only in its first weeks, the brand sold more than 100 million dollars.
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