Already challenging industry giants in the beauty and lingerie industries, it was announced this week that pop star Rihanna is planning to launch an upmarket fashion label under the helm of the largest luxury group in the world - LVMH.
The group which already owns brands such as Louis Vuitton, Givenchy, Dior and Celine is reportedly keen to connect with Millenial and Generation-Z audiences, particularly via social media platforms such as Instagram.
Despite their wide range of brands at the company, the new collaboration with Rihanna marks the first time in the company's history that LVMH will have a line led by a black woman and it will also be the first house established by LVMH since Christian Lacroix in 1987.
It is expected that the new line will also use the Fenty brand name (Rihanna's surname) which the singer also uses for her Fenty Beauty line (which she also works with LVMH on) and her lingerie line.
Chairman and chief executive of LVMH, Bernard Arnault says, “Everybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real CEO and a terrific leader. To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the group resources."
Rihanna added: “ 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."