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


Get prepared for the second coming of Fenty.

On Friday, LVMH Moët Hennessy Louis Vuitton, the world’s largest luxurious group, formally confirmed not solely that the style line created by Rihanna was turning into a part of its gilded steady, but additionally that the primary merchandise from the brand new firm can be unveiled — in a couple of weeks. Thus the disruption of the established order begins.

Rihanna will grow to be the primary lady to create an unique model at LVMH, the primary lady of colour on the high of an LVMH maison, and her line would be the first new home created by the group since Christian Lacroix in 1987. It joins such storied heritage manufacturers as Dior, Givenchy, Celine and Fendi and positions Rihanna as a breakthrough designer on plenty of ranges.

The transfer is a proper acknowledgment from the institution multi-hyphenate pop star/actress/image-maker now has as a lot world forex, name-recognition and (sure) affect as designers like Hedi Slimane and Nicolas Ghesquière. That there is no such thing as a have to restrict them to the road or sportswear world. And that development within the luxurious business might not come simply from reinventing previous heritage names, however by embracing a brand new numerous, digital, direct communication-enabled actuality.

The model, whose emblem incorporates a graphic illustration of Fenty that resembles a Greek key design, in addition to the identify in white letters in opposition to a blue background with a reversed “N,” will probably be based mostly in Paris, embrace ready-to-wear, sneakers and equipment, and “is centered on Rihanna, developed by her, and takes shape with her vision,” in line with an announcement from LVMH.

It is, in different phrases, the primary model of the Instagram age supported by one of many three massive teams which have outlined the worldwide luxurious period.

“Designing a line like this with LVMH is an incredibly special moment for us,” Rihanna, 31, mentioned within the assertion. “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, and I’m ready for the world to see what we have built together.”



Source link Nytimes.com

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