Rihanna has changed the fashion game again with Wednesday’s online debut of her luxury clothing collab with French conglomerate, Louis Vuitton Moët Hennessy also known as LVMH. The clothing line, simply named, Fenty, actually debuted May 24th in Paris with a “Black is Beautiful” theme for the inaugural launch. Throughout every campaign the mogul has launched, Rihanna has made it a point to highlight and cast a diverse group of models but specifically Black models. Fenty Clothing’s fashion campaign took inclusivity a step further by casting 61-year old African-American beauty, JoAni Johnson as a lead model.
There has not been another original brand developed at the luxury atelier since Christian Lacroix was founded in 1987. With the release of the line, Rihanna has not only become the first woman to have her own brand with the fashion house. She is also the first Black woman to run an LVMH House and has almost 50% ownership of the couture line.
— Rihanna (@rihanna) May 29, 2019
The multi-talented entertainer appears to be ecstatic about the launch and the collab.
Related Story: Beyoncé Ditches Reebok for Adidas Over Lack of Diversity
“Designing a line like this with LVMH is an incredibly special moment for us. Mr. Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits,” Rihanna said in an interview with Business of Fashion, “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.”
LVMH Chairman and Chief Executive Bernard Arnault is definitely going outside of the brand’s normal branding of exclusivity and classic heritage labels like Louis Vuitton and Givenchy. He is embracing Rihanna’s desire for inclusivity and edge. Not to mention, Rihanna knows how to make money. Her popular cosmetics line, Fenty Beauty, generated almost half a billion dollars in its first year of sales alone.
While Rihanna’s other brands are considered to be affordable, this particular line follows suit with the expensive price points of other LVMH brands. Lower cost items like caps start at $180 and items like a parka cost almost $1400.
Rihanna has definitely found a niche in the world of reinvention and it looks like luxury fashion is on the menu for today.