LVMH has gone Blackish Rihanna & The Fenty Fashion Brand

by Charlotte Smith
| Rihanna, Breaking New Ground, Joins With LVMH for Fashion Brand

Can we get a twirl for Rihanna? For the past three decades, Urban music pop stars all want to cross over to fashion. It seemed at one point everyone had a clothing label or collaborated with one. There were so many firsts this week in fashion, but the LVMH and Rihanna news broke the internet literally.

 | Rihanna, Breaking New Ground, Joins With LVMH for Fashion Brand

The creation of Fenty, a new luxury house based in Paris, the biggest news in Fashion this year. On the cusps of us wanting more designers of colour to wear. LVMH listened and we have the tea and a few comments on the news.

What It Means for Black Culture

Until now not even Kanye West has had a deal with a major conglomerate like the LVMH Group. We had to see this coming in the last five years of the musician’s career on the stage, on the runway and in movies. Yes, you have heard the news about Rihanna, Fenty, and LVMH. So far we know the Business of the Fashion deal.

Fenty just got a big investment and the fashion world is about to change. I myself had to marinate on the news. Last Friday, LVMH Moët Hennessy Louis Vuitton, the world’s largest luxury group, officially confirmed not only that the fashion line created by Rihanna was becoming part of it’s every evolving fashion and lifestyle group.

The collection will be unveiled on the 22nd of May in Paris. Thus the disruption of the status quo begins. The group also announced Kim Jones will take the helm of Women’s wear for Dior. The group is listening to street style and what new customers want. This is exciting for a lot of people who do not see themselves in fashion. Rihanna just changed the game of fashion. LVMH just made it more inclusive in a supreme way.

The Fenty Fashion Brand

Rihanna will become the first woman to create an original brand at LVMH, the first woman of color at the top of an LVMH maison, and her line will be the first new house created by the group since Christian Lacroix in 1987. It joins such storied heritage brands as Dior, Givenchy, Celine and Fendi and positions Rihanna as a breakthrough designer on a number of levels.

The move is a formal acknowledgement from the establishment that a multi-hyphenate pop star/actress/image-maker now has as much global currency, name-recognition and (yes) influence as designers like Hedi Slimane and Nicolas Ghesquière. That there is no need to limit them to the street or sportswear world. And that growth in the luxury industry may no longer come just from reinventing old heritage names, but by embracing a new diverse, digital, direct communication-enabled reality.

The brand, whose logo features a graphic representation of Fenty that resembles a Greek key design, as well as the name in white letters against a blue background with a reversed “N,” will be based in Paris, including ready-to-wear, shoes and accessories, and “is centered on Rihanna, developed by her, and takes shape with her vision,” according to a statement from LVMH.

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@FENTY ? coming soon!

A post shared by FENTY (@fentylux) on

The news also makes me just want to cry. I hope the also buy her lingerie line from the TechStyle Fashion Group. The items are made for women like the Barbadian pop star and all her followers like her.

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@FENTY is debuting on May 22!

A post shared by FENTY (@fentylux) on

She just made it easier for women like us they want to wear more POC designers. Or did she? At this point, we want an invite to the big reveal. Style Cartel has to work harder because our hero Bad Girl RiRi just made the fashion dream more interesting for us. We want to be included in a black girl magic story in fashion because LVMH has gone Blackish. See you on the Euro star!

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