Luxury group LVMH to launch clothing and shoe brand with Rihanna

Luxury group LVMH to launch clothing and shoe brand with Rihanna

French luxury goods group LVMH said on Friday it was launching a new brand with Barbadian singer Rihanna, building on a previous joint venture in cosmetics with the “Umbrella” hitmaker to branch out into clothing, shoes and accessories.

The label – which joins a roster of 70 brands at the world’s biggest luxury player, including Louis Vuitton and Moet & Chandon champagne – will be called Fenty, after the singer’s full name, Robyn Rihanna Fenty.

LVMH said the launch was “fast approaching” and due to land in spring 2019.

It marks a rare move by the acquisitive Paris-based group to set up a new brand from scratch, and follows the creation of Fenty Beauty with Rihanna in 2017, which rapidly became a sales hit.

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