LVMH prepares the launch of a fashion brand with Rihanna

The luxury group is expected to partner with the R'nB singer for a ready-to-wear line. The company already manufactures the cosmetics brand of the star.

By Juliette Garnier Posted today at 16h43

Time to Reading 2 min.

Singer Rihanna, New York, September 14, 2018.
The singer Rihanna, New York, September 14, 2018. Evan Agostini / Evan Agostini / Invision / AP

Rihanna enters the LVMH fold. The R'nB singer is preparing to launch her fashion brand with the French luxury group, according to an information published Thursday, January 17 in the professional magazine Women's Wear Daily.

This Rnb star, aged 30, is not at his first attempt with the group to 42.6 billion euros in turnover. In September 2017, under the brand name Fenty Beauty by Rihanna, the group launched its make-up brand for " talk to all women ". Two years of development had been necessary within the Kendo division, a subsidiary of the French group dedicated to the manufacture of cosmetic products. This range includes 40 foundation shades to suit all skin tones.

The success is monumental. In just a few months, the brand has gained 1,620 points of sale in 17 countries around the world. Exclusive distributor, the cosmetics brand Sephora, a subsidiary of the LVMH group, took full advantage. When presenting the annual results of the French luxury group in early 2018, Bernard Arnault, its CEO and major shareholder, praised Fenty Beauty's contribution to the results of the company's cosmetics division. Its turnover could reach $ 500 million in 2018, or nearly 435 million euros.

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Cash machine

What about a fashion brand with the effigy of the singer from Barbados? Asked about this project, the French group refuses to give details. According to the press, this launch could coincide with the release of the ninth album of the singer planned this year, three years after the opus Anti.

It would not be the first time Rihanna has taken advantage of its global reputation to become a cash machine on the fashion market. The singer, whom 67 million people follow on the social network Instagram, contributed in 2015 to the revival of Puma, then a subsidiary of the French group Kering. The star has given her name to sneakers and jersey dresses.

In the spring of 2018, Rihanna, whose real name is Robyn Rihanna Fenty, launched her lingerie line, in partnership with the TechStyle Fashion Group, known for its digital marketing piloted from its headquarters in Los Angeles. Called Savage x Fenty, this range that dresses all women from XS to XXXL is a huge success in the United States, especially online. More than 1.3 million people are already following the brand's new account on Instagram.

Juliette Garnier

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