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Fenty. This is the name of the new fashion house that Rihanna is launching in collaboration with the luxury goods company LVMH (Louis Vuitton Moët Hennessy). Rihanna fans were eagerly waiting for this moment. And here it is. The first Fenty fashion collection was launched on Wednesday evening in Paris. A corseted Japanese denim minidress ($810), a cotton canvas blazer belted with a coordinating bumbag ($1,100), oversized sunglasses ($460) and a brass-and-crystal earcuff ($420). These are only some pieces that will go on sale at a pop-up boutique in the Marais district of Paris, after the main launch.

On Monday, Fenty brand published a 45 seconds video with a sneak peek of the collection. We could see that the Bajan singer styled her diverse lineup of models with the monochromatic looks. All the garments were accessorised with oversized sunglasses as well as strappy sandals. This short video has given all of us an idea of what kind of style will Rihanna be going towards. Will she succeed?

Many celebrities have already failed when trying to start their own fashion businesses. The strong audience judgment and the criticism won many times. Although, looking at Victoria Beckham or the Olsen twins Rihanna does not necessarily need to fail. She has already succeeded. Not only in the music industry by winning nine Grammys, but also with Fenty Beauty brand, which totaled sales of €500m in the first year after its launch in 2017. For now, she is quite a good businesswoman. Will she achieve the goal this time? Will we get to see some fresh, outstanding designs of the world known pop star?

What we also know is the fact that Rihanna has decided to choose a new approach of showing the collections. We probably won’t see any of her fashion shows as she decided not to organise them at all (or maybe just for now). This week, Rihanna told the New York Times her Fenty label would be “as disruptive as possible. The brand is not traditional. There is no runway show. It’s a new way of doing things because I believe that this is where fashion is going to go eventually.” Rihanna said that the reason for not doing the fashion show is simple. She is a millennial and she hates the feeling of seeing some beautiful pieces during the fashion shows and then having to wait six months for it to buy.

The Fenty clothes will be available on Fenty.com website which will also become a “digital flagship” store. Moreover, we will be able to buy some pieces in, not yet known, pop up shops.

This brand solidly reflects Rihanna’s flamboyant looks that we have seen so far. Although, she is not there alone. Jahleel Weaver, Rihanna’s longtime stylist has been named a style director of Fenty fashion. Also, Fenty is the first new luxury house to be founded by LVMH since the launch of Christian Lacroix in 1987.

Written by: Amelia Krzapa • Editor-in-chief • AIM Magazine 

The post New Fashion House – Rihanna & LVMH. Will she succeed? appeared first on Luxe Designers.

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