What we know so far about Rihanna's luxury fashion line with LVMH

The secret is out on Rihanna's new style venture 
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Sabrina Carder13 May 2019

In January whispers of Rihanna's new label with luxury conglomerate LVMH started - bringing with it a whole host of rumours and eager anticipation.

Now, the secret is out. Rihanna is indeed broadening her fashion and beauty empire, following successful collaborations with Fenty Puma, her own lingerie line Savage x Fenty and inclusive cosmetic line Fenty Beauty.

This year Rihanna will enter into the world of high fashion, launching her own brand in partnership with the company that also owns Louis Vuitton, Dior, Givenchy and Celine.

Although a lot of details are still very much under wraps, we managed to unearth a few details

The brand is staying in the Fenty family and has a new logo

On Friday, Rihanna gave fans a huge sneak peek at the new label by releasing its name and logo.

In line with her other businesses, the new brand will simply be called Fenty. An Instagram account has already appeared with the handle @Fenty, as well as a @FentyOfficial Twitter and website fenty.com.

Rihanna also unveiled the logo, which showed the word 'Fenty' with the letter 'N' backwards on a sky blue background with a maze symbol at the side.

It's destined for success

Rihanna attends the Fenty Beauty by Rihanna Anniversary Event at Sephora in 2018
Getty Images for Fenty Beauty by

Proving LVMH's confidence in the brand, it's the first new label the company has created since Christian Lacroix in 1987 - and for good reason.

Fenty Beauty, which is supported by LVMH's beauty franchise, Kendo, generated almost €500 million for LVMH in 2018, Business of Fashion reports. And, with Rihanna's other booming assets, as well as her 67.9 million Instagram fans, there is no doubt that her new luxury venture will fly off the shelves.

She's hired top talent

Rihanna has made some savvy hiring choices ahead of the launch of the new line. As WWD reports, the singer has recruited from within the LVMH family, hiring people from Louis Vuitton and Celine. She's also made Jean-Baptiste Voisin, chief strategy officerat LVMH, the president of her new venture.

Fenty is coming soon

Rihanna - style file

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"LVMH announces the fast approaching launch of a new luxury Maison, developed by Robyn Rihanna Fenty" said LVMH on its Instagram on Friday.

The new line, which is set to feature ready-to-wear, shoes and accessories is rumoured to launch in Paris on May 22.

Watch this space for more details.

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