Daily Insights

Fenty Goes Under the LVMH Umbrella-ella-ella

By: Brett Finkelstein | Jan 17, 2019

WWD just reported that superstar Rihanna is in talks with the fashion powerhouse LVMH to launch her own luxury house under her name. This follows news that came out Wednesday that Rihanna is suing her father over use of their shared surname, Fenty, also the name of the beauty line she launched in 2017. The suit claims that her father is overstepping on her trademark in starting an entertainment management company under the same name. Could it be that Rihanna is overhauling ownership on the name as a new line is in the works from LVMH?

The Fenty line has already seen great success, thanks to its digital chops as well as its celebrity founder. The brand earned a Gifted rank in its debut in Gartner L2’s Digital IQ Index: Beauty US, proving that it could compete with household names. Since starting in beauty, the line has expanded into lingerie, possibly leaving her an entrance into ready to wear.  


This coupling of Rihanna and LVMH could be powerful, as the house owns namesake Louis Vuitton, a Genius brand in Gartner L2’s Digital IQ Index: Fashion Globalas well as brand names including Fendi, Givenchy, Dior, and Celine. Rumors hint that the launch of the line could coincide with the release of the star’s ninth album. Using that public attention to push the new label could be huge, as the singer has already been able to generate incredible media buzz around her fashion and style. At the Met Gala in 2018, Rihanna turned heads in her pope-inspired dress by Maison Margiela. The six images of her that the brand shared generated 89% more interactions than Margiela’s other posts that month. 

The celebrity’s own influence on the platform, where she has 67 million followers, undeniably played a major role. Rihanna has been the first model for her new products in the past, like when she was photographed in Allure magazine in her Fenty Beauty line. After stepping out earlier this week in bold sunglasses with the label Fenty across the side, many began to speculate a new product line for the brand, including Rihanna-dedicated fashion blog Haus of Rihanna, which tweeted about the bold lettering on the glasses. This could be hinting at something to come with LVMH, as it’s perfectly in line with her collaboration with LVMH brand Dior back in 2016 on a sunglasses line. In the world of LVMH, Fenty may be the new Fendi.