LVMH announced that it is planning to launch Rihanna’s global label in ‘Spring 2019’, and confirmed that the label would be called Fenty.
This is in line with past collections that Rihanna has released under the name of her surname, including a lingerie line called Savage x Fenty, a sportswear collection with Puma, and Fenty Beauty.
In a press release, LVMH said “The new Maison, named Fenty, is centred on Rihanna, developed by her, and takes shape with her vision in terms of ready-to-wear, shoes and accessories, including the commercialisation and communication of the brand.”
Rihanna also commented, saying, “Designing a line like this with LVMH is an incredibly special moment for us. [Bernard] 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.”