“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. 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."
After the successful partnership with LVMH beauty (Kendo) and Fenty Beauty line, generating over £400 million in its first full year in operation, it came as no surprise that LVMH would want to expand their partnership.
Rihanna is the first woman to create an original brand at LVMH.
"Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and FENTY speaks to all of our intricacies. Some days I want to be submissive, many days I’m completely in charge and most days I feel like being both....so it was imperative that we created a line versatile enough to embrace and celebrate us in that way. The collections are easily worn together and meant to be staples in our wardrobe. I’m just hyped to see people in my clothes, man."
Via her company Denim UK Holdings, Rihanna is a 49.99 percent shareholder in Project Loud France, the official name of the company that owns the new label. The collection newly-released lookbook includes wide-leg trousers, blazers, fanny packs, jewellery, strappy pointed sandals, and oversized eyewear. Let's not spoil it all for you, you be the judge of it.