Rihanna And LVMH Have Been In Secret Talks To Launch A Luxury Fashion House Bearing Her Name
Earlier this week Rihanna was spotted wearing some haute sunglasses that had everyone chattering when they saw FENTY embossed on the side. While some thought it could be a potential Puma collab, it’s actually even on a larger scale. According to an exclusive report from WWD, sources claim that those sunglasses were a prototype and a tease to her next project…with LVMH.
The article claims that the music and beauty mogul has been in secret talks with LVMH to launch her own high fashion brand. The company has already pulled key associates from Celiné and Louis Vuitton to help make this happen. According to sources, LVMH began assembling her team over six months ago in Paris. The project is being headed by Sidney Toledano, CEO and chairman of LVMH Fashion Group. Toledano oversees a plethora of your favorite high fashion brands including Givenchy, Kenzo, Marc Jacobs, and Celine. This is a huge deal, as she would be a Black woman with a luxury fashion house supported by industry great Bernard Arnault. He hasn’t launched a fashion house from inception since Christian Lacroix in 1987.
Rihanna’s history with LVMH stems at least from 2015. The music star began attending Christian Dior shows then appeared in their Secret Garden IV campaign which was shot in Versailles by legendary photographer Steven Klein. She was decked out in Dior, wearing their sunglasses, carrying their recognizable handbags and donning clothes from their Esprit Dior line. As part of her brand partnership, a year later, she created a line of sunglasses in partnership with Dior.
Rihanna is known for her hands-on approach to her fashion collaborations and has been working in the industry since 2013, ascending quickly with her astute ability to create trends, amass a cult following, and set industry standards. Her first collection was with River Island in 2013 at London Fashion Week, launching clothing and accessories. With Puma, she created some of the most talked about fashion shows and even won the prestigious Shoe of the Year Award by Footwear News at the FN Achievement Awards for her Puma Creepers.
Now her lingerie line, Savage x Fenty, has taken the undergarment world by storm. Collections sell out and her pop-ups are filled with adoring fans and consumers happy to have a range of products in their size.
Her success with Fenty Beauty, raking in $100M in only forty days, and shade range turned the beauty industry upside downs. Brands left and right have been trying to keep up with the Bajan beauty. Suddenly there has been an influx of color inclusive brands ranging from large, well-known brands like CoverGirl to even fellow celebrity beauty brands like Kylie Cosmetics.
There are talks that Rihanna will launch her high fashion line later this year in tandem with the launch of her highly anticipated ninth album.
Are you here for Haus of Rihanna? Will you be shopping? Do you anticipate her brand will take over the high fashion space like she has in every other arena?