Rihanna is taking the Fenty name to the next level.
The singer-turned-mogul is partnering with LVMH Moët Hennessy Louis Vuitton for her own luxury fashion line, reports The New York Times.
This makes Rihanna the first woman to create an original brand for LVMH. The brand, Fenty, will be the first new fashion house to join LVMH since Christian Lacroix in 1987. LVMH owns several high-profile brands including Fendi, Givenchy and Dior.
Rumors about the deal began circulating in January but weren’t confirmed until this week.
“Everybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real C.E.O. and a terrific leader,” LVMH chairman Bernard Arnault said in a statement.
“She naturally finds her full place within LVMH. To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the Group resources.”
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The “Pon De Replay” singer also released a statement confirming the venture.
“Designing a line like this with LVMH is an incredibly special moment for us,” Rihanna said. “Mr. Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits. I couldn’t imagine a better partner both creatively and business-wise, and I’m ready for the world to see what we have built together.”
She acknowledged the accomplishment on Instagram.
"Big day for the culture," she wrote.
"Thank you Mr.Arnault for believing in this little girl from the left side of an island, and for giving me the opportunity to grow with you at @LVMH . This is proof that nothing is impossible. Glory be to God."
Rihanna is a seasoned fashion designer and influencer.
Her first fashion-related project was a 2011 capsule collection for Emporio Armani Underwear and Armani Jeans, according to WWD.
Three years later, she became creative director of Puma’s women’s wear division. Rihanna did several collaborations with other brands including Chopard, Dior Sunglasses and Manolo Blahnik. Her Fenty x Puma line ran from 2016 until 2018, when her Savage x Fenty lingerie line launched.
Fenty will be her second company with LVMH. The first, the popular Fenty Beauty makeup brand, started in 2017.
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