Could this be the news we’re waiting for? Just a few days ago, Rihanna was papped with an attention-grabbing pair of sunglasses, emblazoned with the star’s family name by the temples. The accessory was thought to signify bigger things to come, perhaps a new collection. Now, we have unnamed sources who spoke to Women’s Wear Daily, confirming that the singer-cum-fashion icon is currently in the talks with French multinational luxury group LVMH for the creation of a new label. Both parties have remained mum on the matter, leaving us with only speculation and meager information from what could be an exciting development.
It will be a historical step for the luxury group in case the rumors are true. LVMH, parent company of high fashion brands Louis Vuitton, Dior, Fendi, Celine, Marc Jacobs and Givenchy, has not founded a new label since the 1980s—the last of which was Christian Lacroix—as it has opted instead to acquire already established brands. Consequently, Rihanna, otherwise known as Robyn Rihanna Fenty, will be the company’s second woman of color to lead one of its labels. Carol Lim, who shares the creative director position of Kenzo with Humberto Leon, is the first.
The sources have spilled that LVMH has already designated employees within its existing labels, reportedly Louis Vuitton, Marc Jacobs and Celine, to bring the Rihanna-led label to fruition. On her part, the icon will also have her own cherry-picked staff—Rihanna is known to be very involved with her endeavors in fashion, rather than just staying on the sidelines. The venture will supposedly release RiRi-stamped garments, accessories, and leather goods, and will be introduced alongside the artist’s ninth album which is set for release this year.
This is not the first time that the superstar has been associated with the conglomerate. In as early as 2015, she has appeared in a campaign for Dior, among LVMH’s biggest brands. Two years later, RiRi released her namesake beauty line with Kendo, a division of LVMH that focuses on the development of beauty brands and products. Fenty Beauty was an overwhelming success, and was able to level itself against Kylie Jenner’s own Kylie Beauty in a short span of time. It was praised and considered a breath of fresh air because it offered a total number of 40 shades, accommodating more skin tones in the process. The clamor for it was astonishing to LVMH—Fenty Beauty already has a following of 6.4 million on Instagram.
The rumored brand is an indication of LVMH’s recognition of the changing landscape and its attempts to go along with the flow. The company undoubtedly recognizes Rihanna’s general appeal and pull among consumers, as the singer is perceived to listen to demands and able to deliver even in the absence of formal training in fashion design and beauty line development. In the past year, Rihanna has been able to take great strides in the industry, first by revitalizing Puma as its creative director and then later on by dropping her well-received Savage X Fenty line. The latter has been especially acclaimed for being size-inclusive, having a wide range unseen in some of lingerie’s biggest names.
Image credits: Johnny Nunez/WireImage/Getty Images, Backgrid, Popsugar, CNBC, Caroline McCredie, Kevin Mazur, Damon Winter/The New York Times, Fenty Beauty, LVMH, Fenty Puma, Savage X Fenty