LVMH Launches Fenty, a New Label with Rihanna | SENATUS

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LVMH Launches Fenty, a New Label with Rihanna

26 May 2019

By Tricia Oliveira

LVMH has partnered with Robyn Rihanna Fenty to create a new luxury Maison that will be based in Paris.

The new Maison, named Fenty, is centered on Rihanna, developed by her, and takes shape with her vision in terms of ready to wear, shoes and accessories, including commerciality and communication of the brand. Fenty will debut this Spring 2019.

Robyn Rihanna Fenty, the artiste's full name, added, "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."

The first campaign images for the brand have been shot by Glen Luchford, and feature "Release 5-19" a collection that sets the tone for the forthcoming drops from the brand.

"Release 5-19" is marked by strong tailoring as seen in the oversized jackets and additional pieces created with exaggerated tailoring. Throughout the images, it becomes clear that Rihanna’s versatile personal style was an inspiration for the line. This rings loudly in the eyewear, strappy leather sandals and form-fitting separates. Dancing between the line of masculinity and femininity will be a staple for the house, according to an official press release.

Fenty's "Release 5-19" will be available on 29 May at FENTY.com

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