Rumors confirmed: a new luxury maison is coming soon

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Last Friday afternoon, LVMH and Rihanna announced the launch of a new luxury fashion house, and thus confirmed the increasing rumors that had been circulating for months in the fashion universe.

The new label, named Fenty after the singer, will be based in Paris. “The new Maison is centered on Rihanna, developed by her, and takes shape with her vision in terms of ready to wear, shoes and accessories, including commerciality and communication of the brand”, the press release reads.

Fenty’s fast approaching debut is scheduled for this spring.

Mr. Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits. I couldn’t imagine a better partner both creatively and business-wise

said Rihanna.

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. She naturally finds her full place within LVMH

explained Bernard Arnault, president and CEO of LVMH.

To support her, we have built a talented and multicultural team supported by the Group resources

Rihanna was also collaborating with LVMH on her beauty line Fenty Beauty, produced by Kendo Brands (developer of LVMH’s beauty brands) and distributed by Sephora (belonging to LVMH as well). The singer had already showed interest in fashion on her recent role as the creative director of Puma, revitalizing the German activewear brand through her project Fenty by Puma.

Fenty is the second brand created from scratch by the French luxury giant after Christian Lacroix, launched in 1987.

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Emanuela Zini
Emanuela Zini
My professional life has been marked by several big changes that made me grow as a person and as a leader, develop new skills and mental flexibility, which in turn allows me to face challenges from a different, unique perspective. To me, writing represent a way to communicate with myself and with others. Telling stories and engaging my readers are the challenges that I am currently facing within a wider editorial project.

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