PEAKLIFE

RiRi’s brand, Fenty under LVMH, is an iconic step in Fashion & Culture

Just launched in Paris with a pop-up store, Fenty by Rihanna has finally unveiled its collection. The 9 times Grammy award winner & a huge influential pop icon ventured with LVMH (Louis Vuitton Moët Hennessy) for her Fenty brand. Throughout her career, she has stepped in to abundance of things one could imagine. A critically acclaimed singer, creative director of women’s collection for Puma, a gender-inclusive lingerie under the Savage x Fenty label, and now with LVMH for her brand Fenty reflects her strong, focused and ambitious nature.

What makes Fenty iconic is that the brand is the first house established group since Christian Lacroix in 1987. It will join the legacy of Dior, Givenchy and Rihanna would be a 49.99% shareholder in Project Loud France, the official name of the company that owns the new label. Rihanna makes history as not only the first woman to create a label with LVMH, but also the first woman of colour to make history in fashion.

Fenty seems a promising success after Fenty beauty’s $558 million generation in its full year in operation. The luxury brand has produced ready-to-wear, shoes, sunglasses & jewellery. As quoted to NY times, Rihanna has put a corset in a suit, dress, shirt, denim jacket & t-shirt dress to make it more feminine. The prices will range from $200 (INR 13,999 approx.) to $1,500 (INR 1,04,995 approx.) in the first drop.

According to sources, Fenty says that the brand will be based in Paris, like its parent company LVMH, but will start its operation in a digital flagship on a ‘See-Now-Wear-Now’ model. Presented in a pop-up store in Paris’ Marais district, the collection is for men & women both.

Fenty will launch on the website on May 29th. It will first be available in 14 countries, in Europe & the U.S, and will open in Asia by year-end.